"A quantum leap forward" - long-term success through innovations
2022 is looking promising: The first major trade fairs are taking place and there is a spirit of optimism in the industry again. We talk to Alfred Endl about how customer service has changed in recent years, what the biggest challenges are at the moment and what innovations we can look forward to this year.
You have been SENNEBOGEN sales director for more than 20 years. What has changed since you started? What will always stay the same?
The fundamental constants of our success, which we are still pursuing today, were already defined in my early days. We weren’t the first to be involved in material handling, but we did set ourselves two important goals to set ourselves apart from the competition and become an optimal partner for our customers: We wanted to be a full-liner in material handling to serve our customers across the entire product range, and at the same time win them over with constant innovations. A new machine color was introduced, our green, which was and still is a trademark of our success. We also had to drive forward the global positioning of the company – these are certainly the constants that need to be maintained and which keep us in pace with the times.
What has changed, however, is the environment. Speed has increased exponentially in recent years: response times, processes and development times. As digitalization progresses, the complexity of customer advice and support is also increasing. The customer demands tailored support in their decision-making with professional tools.
So customers are placing higher demands on information?
The younger generation researches extensively the Internet and often find the preliminary information for projects themselves in advance. For us this means that the customer is better informed and requires even more detailed information. However, for products that require extensive consultation, such as ours, face-toface discussions remain essential. You don’t just order from the catalog, but look at different approaches and work with the customer to find the ideal solution. We use modern tools such as simulators, which we use in port handling, for example.
This year, major lead trade fairs such as IFAT and bauma are taking place again for the first time in a long time. How important are trade fairs for you as a sales representative?
It’s clear that everyone is looking forward to the two lead trade fairs this year, registrations are going well, and we are also looking forward to bauma. I feel a sense of optimism, but I also believe that the scope will no longer be the same as it has been in the past. There has been a change in consciousness. Time and resources have become more valuable. Everyone asks themselves: Is this business trip really necessary? Should I only go to major events and get comprehensive information, or would I prefer to attend individual events such as factory visits? Of course, this also depends on whether specific investments are due. Nevertheless, trade fairs continue to be important triggers for projects. Getting to know each other personally is extremely valuable. Meetings at a later date can then also take place by telephone or online.
Innovations are traditionally presented at bauma. What can we expect this year?
Bauma is and will remain the guiding principle for our company every three years. We cover many industries and we want to present them at the trade fair in their entire range. The main metrics for innovation will definitely be CO2 savings and digitalization in 2022 – and there will be innovations here at SENNEBOGEN that represent a quantum leap forward. CO2 reduction using different systems has long been an important topic for us. When it comes
to reducing consumption, we have already made a very good name for ourselves with hybrid technology. We have been active in the field of electrification for more than 30 years. The next logical step is battery technology. And we will definitely be presenting a market innovation in this field.
In terms of digitalization and networking, we are presenting our innovative developments in fleet management and driver assistance: the new SENtrack and SENCON. However, there will also be many innovations in detail. All in all, we have a lot to look forward to!
Let’s take a look at the industries. We have already said that we are more broadly positioned at bauma or anywhere than almost anyone else. What does it take to survive in this industry environment?
All the industries we have been in so far are definitely logical, as they are similar industries. The focus is on material handling and lifting loads, and the whole topic of transport/logistics has gained in importance significantly on a global level. Of course, this is still a niche market overall, but you can also be successful here if you present yourself as THE specialist. We have acquired the expertise in the industries, can talk to the customer on an equal footing, and understand their processes. The customer wants to concentrate on their core business and get advice on machine technology. This expertise has to be developed. It’s essential to define a clear focus on the relevant industry, which is what we have done with the development of our internal industry experts. You also have to gain a wealth of knowledge – from and with the customers. This is exactly what sets us apart: we develop products further in collaboration with our customers and make them fit for the job, rather than trying to apply standardized products across all industries.
“The main metrics for innovation will definitely be CO2 savings and digitalization in 2022”
So in summary, expertise is everything?
Industry know-how is essential. However, we now also need additional tools, which our dealers in particular must also offer. From flexible financing and rental options and very good service and spare parts availability, to training courses for customers with very high acceptance, which are often also held in our Academy.
This means that dealers must also develop together with us. What does this mean in terms of collaboration?
Dealers are our direct line to the customer. That’s why our sales organization focuses precisely on the dealers. The focus is no longer just on our sales employees going to the customer with dealer sales, but on developing strategies together to work on the individual markets. The dealers then add the so-called dealer added value, i.e. the specialism for the applications as well as the respective culture. There have also been further developments here. “One man show” sales representatives no longer exist. The dealer organizations have become larger, with greater financial strength and a setup that allows them to carry out professional market development.
It is just as important to remember that not all countries are equal. There are very well-developed markets that have been working with these technologies for a long time, but also developing markets that are only just getting started. These differences need to be addressed in particular, it is important to understand customers and to adapt if necessary. Many retailers have already shown us how business is done in their country – and their success proves that their approach is the right one. It is no coincidence that we have also decided to establish branches in the USA and Singapore with our own sales and service teams in order to be even closer to our customers and local dealers.
Finally, a personal question: What are you passionate about in your private life?
I’ve always enjoyed seeing the world and gaining my own impressions. Whether I’m traveling alone, with my wife or with my children, it’s always been very unique, exciting destinations that I’ve traveled to – very far removed from some package holidays available. Kyrgyzstan is one of my top picks, for example. These impressions have always helped me by making me aware that there are other beautiful places in the world, but that there are also many regions that are not so well off.
Isn’t traveling too much for you when you’re on the road a lot for work?
In my private life, it is a different journey than at work. I also always have to be doing something. I always try to stay active and keep physically fit, whether mountain biking, snowshoeing in winter and hiking, including with other like-minded people. However, as you get older, it’s also nice to spend quiet evenings on the couch or terrace.
