Technische Unie started addressing the industrial market in 1999. With noticeable results. The company has seen a considerable increase in its market share in recent years. “We leave no stone unturned in our efforts to ensure that Technische Unie is the preferred partner for industry,” says Regional Sales Director Paul de Groot. “For example, during the EXPO we are now organising a series of lectures on industrial networks especially for our industrial customers and prospects. The lectures are well attended and so far the response has been extremely positive!”
Spotting needs
From 15 March to 27 April EXPO – Technische Unie’s floating trade fair located on the “Jules Verne” boat– will dock at twenty-one towns and cities in the Netherlands. On board ship seventy suppliers exhibit their latest electrotechnical products and services. Paul de Groot: “Previous editions of the EXPO attracted relatively few industrial customers. This was something that we needed to change especially since we cover more of the industrial market this year!
We need to develop strong relationships with all of the parties we do business with – and that includes our industrial customers. Identifying and catering for specific needs and desires is crucial in this respect. That was how we came up with the idea of industrial gatherings.”
Trigger
Together with thirteen of the industry suppliers exhibiting on board, Technische Unie developed a general lecture on industrial networks, paying particular attention to subjects such as transparency, security and real-time. “The lecture informs customers about a subject that is very relevant in industry and serves as a ‘trigger’ in encouraging them to examine the products and applications exhibited by the suppliers more closely,” says Paul de Groot. “Our sales offices and the suppliers all invite their own industrial customers and prospects. So naturally this generates all kinds of interesting commercial opportunities!”
On the map
All of the suppliers take it in turns to organise the presentation of the lecture, which is often held at the Technische Unie headquarter. “The industrial gatherings start one hour before the EXPO opens,” says Paul de Groot. “After the lecture our industry representatives escort customers on board and take them to the stands of the exhibitors in question. And, as we know from experience, once they visit the EXPO customers soon see the advantages of Technische Unie for themselves!”
