Interview with Javier Claver, director of Marketing of Ehlis
April 7, 2009
As stated by the Managing Director of BEC, José Miguel Corres, "in general companies are satisfied or very satisfied" of the 18th Edition of Ferroforma/Practical World. Do you share this view? What balance would make us over the competition?
We went to the fair with the main objective of attracting new partners to our central for shopping and services.
While we have made some contacts that can bear fruit, the truth is that visitors to our stand were mostly commercial companies not represented at the fair with the aim of offering us their products or services.
Also, detect a large number of non-professional visitors: individuals, students, etc.
What has been the main reason for his presence at the fair? In addition to attract customers have submitted news?
The catchment of partners is our main source of assistance to fairs. For the presentation of products or services we do not expect to fairs, we carry out through our sales network and Internet or press.
This edition of Ferroforma highlighted by the large number of foreign companies involved (a total of 1.237), mainly thanks to the agreement have been signed with the Cologne fair, what plan in this regard? do you have planned to participate in the next edition of the Practical World Cologne? Or some of its partners?
If we speak of national ferreteros, I have my doubts about the ability or convenience for operations of imports out of the central shopping and services, which is why the presence of these international exhibitors for the Spanish hardware it seems unimportant, especially in the case of Asian exhibitors.
International visitors may have more options to be able to take advantage to this type of contacts, although in our experience, it is better to treat these operations in their installations by agreeing the qualities and characteristics of the product in origin. At trade fairs all Asian booths are similar and making a decision to purchase based on the displayed product is a result of negligence.
We attended the fair of Cologne as visitors, looking for new products to our partners to our central for shopping and services, but we have never made, already that our offer it confined essentially to the national territory, so it does not enter our plans have stand in Cologne.
As partners, some of them visit the fair at the individual level.
Given the current situation of uncertainty, what advice give to its partners?
These are complex times you have to adapt the structure of the business to the circumstances.
It should ensure the billing to customers and control inventories. To do this, it is essential to be associated with a central shopping and services to facilitate revivals of product without overloading the stock.
Not all shops or even plants are going to overcome this crisis, so that prevail will be stronger and with greater market share.
Ehlis we are working to modernise the image of the shops of our partners, looking for new product ranges and working with our suppliers to offer the best service to our partners at this difficult time as in good times.
