A company always has visible faces that become the image of the company. Full Gauge Controls has its representatives, who shared all their professional experiences with us.
by ACR Latin America
Full Gauge Controls is a company that is celebrating its 30th anniversary, and reaching this milestone is a sign that things are being done very well.
The manufacturer of controls for refrigeration continues to show its evolution and during the last Febrava fair held last September in Brazil, it presented its products and launches, such as the latest version of the Sitrad management software and the expansion valve, in addition to the evolution of its traditional lines.
But behind all that process there is a team of employees who work every day so that the company stays as far as it has come and continues its growth path in the future. On this occasion we want to highlight the work of three professionals: Valeria Sales, Marketing Director, Rodnei Peres, Manager of Development and International Trade, and Antonio Nascimento, Technical Application Consultant.
With them we talked about the development of the company, dealing with customers, the interesting active participation in the fairs and individual experiences in all these aspects.
ACR Latin America: How is the work planned in other countries?
Valeria: We analyze how much we are going to invest, for example in fairs, announcements, point of sale materials, trainings and to have a certain growth according to the market. In 2001 we created the foreign trade department that started only with Rodnei and today is a team of about 15 people who have always maintained the idea of work of being in contact with the available means. Even when they are far away, customers do not feel the distance.
Antonio: The foreign trade area is divided by countries. We plan how we are going to act in each country and which of these will have a greater focus, based on information that we seek by different means. It is clear that all countries are going to have the same support because customers will never be unattended.
ACR: What analysis do you make of the markets you have visited?
Valeria: They are different realities for markets. If we look at the reality of the market today, after 15 years, it seems to us that there is a different relationship in Latin America, where we know that we are consolidated, but we always look for more, especially to find new customers. There are also other market challenges, such as in Australia where we see an interesting market; or as it was two years ago in South Africa where today we are in a growing trend, just like in the Middle East when we started in 2010.
Antonio: Latin America is a market that, even by geographical issue, is where we start, in addition to being a market where we are more mature. There is another level of technical knowledge, of relationship with the brand, but now the challenge is all over the world.
Rodnei: We have the possibility of knowing different cultures, and with that we understand that there are also different trade policies, which makes it possible for us to have half of the production for export.
ACR: How do you differentiate yourself from the competition?
Valeria: Customer surveys tell us that we are the easiest to set up, that technical support considers it very high and important. For example, we have the Sitrad, which is the most important differential we offer, it is a software with 18 years in the market, in constant development and free. The price factor is also very competitive value. We also have international certifications that support our work.
ACR: What is the importance of participating in fairs?
Valeria: The strategy, more than institutional and showing the brand, is the contact we want to have, give the opportunity to end customers to solve their doubts, help them. Direct sales are not our primary goal. There is no way to measure the number of customers at a fair. This happens in the mature market.
In other countries where we are developing, the work is much more institutional, but there are clients who see us in China, in Germany, in the United States and there they tell us that they see us at all the fairs and that is why they want to talk to us, so it is also an effort of image.
Rodnei: When there is a crisis, opportunities always come. When we invest the more we, the more successful we are. We understand the importance of participating in an event, creating the relationship with the client himself and all that strengthens us. So the effort we make to participate strengthens the company as a whole. It's hard to see that in other companies, but we know that investment is important.
ACR: What lessons do you let you know customers abroad?
Valeria: We have a much more than commercial relationship. A friendship is created, which happens with many customers in different markets, and that makes it easier to help them when needed.
Antonio: It is very rewarding, because there we notice where our products are applied and we see the scope that the product has in the market. We also have the opportunity to be present and offer differentiated care.
ACR: What experiences do all the trips leave in the year?
Valeria: You get attached to the countries, to the people. You leave prejudices behind and know wonderful places that you take for your personal and professional experience, in order to understand how to communicate with everyone. This is a job that fills you with pride, in which you sacrifice many things but learn others and enjoy it, no matter how long you are in the company.
Antonio: It's good because we know each client's culture, how they like to be served, and we approach each other in a way where we stop being just a supplier and become friends you can trust.
Rodnei: We have the possibility of getting to know different cultures, and with that we understand that there are also different trade policies, which has also made it possible for us to have half of the production for export today.
ACR: How do you see the company in the future?
Valeria: Transforming those markets where we are growing, doing something similar to what we already do throughout Latin America. Full Gauge also invests heavily in employees with trainings and we will continue down that path.
Rodnei: The increase we are having in imports guarantees us in four or five years to multiply our imports, we are even bringing people to work in the United States. We are also professionalizing our internal staff so that they have the conditions to withstand the increase we expect, because by 2020 we want to reach a point of exporting 80% of production, always maintaining the policies that have allowed us to be where we are today.
BOX
The 30 years of Full Gauge
Antonio Gobbi, Director of Full Gauge Controls, gave his impressions on what it means to reach 30 years of service. "We feel like we haven't gotten anywhere, we're on the road and we have to do a lot in the future. Every day that passes we analyze new projects to execute."
As highlights throughout this period, the Director of the brand mentions having achieved a significant number of local and international production, as well as expansions in its headquarters to continue growing.
"Today we are talking about 50% production for Brazil and 50% abroad: Latin America, USA, Middle East, Europe, and Africa, where we are growing very strongly. In the domestic market we are fine but the external one grows at a much faster rate. We are also finishing the expansion of the headquarters in Porto Alegre, where we have an area for development engineering of 750 square meters, it is a great space because we know that we will continue to grow."
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