Case Study: Expanding the Global Export Business of a Bavarian Manufacturer of Elastomeric Engineered Labels
How We Grew Our Client’s International Business
My client is a mid-sized enterprise in our Munich neighborhood. They produce labels for the rubber and elastomeric industry. For many years, the company with its approximately 30 employees was successful in this niche of technical applications and – as is often the case in the German “Mittelstand” – focused on technical development and the German home market.
When a new generation of management took over, the focus shifted to growth in new markets. Through a recommendation, we were given the opportunity to introduce ourselves to the new management and develop a strategy for new business.
I was pleased to be chosen as the Key Account Manager. With my language abilities and experience in the field of elastomeric components, I was excellently placed to take care of the various markets in Europe. My American colleague from North Carolina took over the sales challenge in the US.
In the PBS Sales team, we identified the market segments in Germany in which the labeling products were particularly strong. Using our network of contacts, we then prioritized these markets and customers in various European countries. In 2012 we started to establish the markets of France, Italy, Scandinavia, Turkey and North America.
This assignment is really very exciting – indeed, it’s a true pioneer’s job to speak with all these new customers and inspire enthusiasm for this high-quality product from Bavaria. I am certain that our many years of experience in the local market in Germany and Europe are key to the success. Technology is often the main priority for German customers, but this is not necessarily the case in other cultures and countries. So a lot of my time was initially spent building relationships and establishing a position of trust with potential customers, in order to obtain the opportunity to present the product.
In the meantime, we have received orders from almost all our target markets and continue to generate revenue and also to develop the ideal customer profile. The cooperation with the principal is excellent. I started to work regularly in the company’s office, and now I am fully integrated into their sales and customer service team. I participate in all the trade shows and other sales activities of my client. I also answer all inquiries and ease the workload of the managing director. Monthly reporting, annual sales meetings, budgets, and forecasts are all part of my remit. I’m delighted that the collaboration with the team of our principal is so open and successful.
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