Scm Group anchors confidence in the Middle East

Oct 25, 2016

Service is often the number one consideration before a machine is purchased, which is why Diego Piersanti, SCM Group’s new Dubai head is unreservedly emphasising a 360° degree customer-oriented approach to grow market share and brand recognition in the Middle East and North Africa.

 

Doing business in the Middle East is not for the faint-hearted. Geo-political tensions and everyday volatility have always been the norm in this part of the world, with events in history often reverberating into the present, sometimes, into the future. But new pockets of opportunities are popping up in a region that is embracing its ancient origins as the global centre of trade and communications.

Diego Piersanti, commercial director of SCM Group Middle East FZE, believes that the region will start to move quickly and achieve good growth in the coming years. Furthermore, as international sanctions are lifted on Iran, he is all set to raise the sail for the Group’s business to go faster and further in a market that is prioritising technology and innovation as an engine of growth.

He says, “Industries in MENA are looking to compete on the international stage, a competitive landscape that only accepts top-notch products with a reasonable quality-to-price ratio. This can only be achieved with top level solutions and a factory designed to run at maximum efficiency. Our wide range of offerings—from traditional machines to complete turnkey factories—makes us a perfect partner for a business’ development.”

 As manufacturers’ requirements for solutions became increasingly complex, a local team of sales and service engineers became a must to cushion customers’ need for 24/7 support. In January this year, the 37-year-old moved to the Group’s new subsidiary in Dubai, which supports 10 countries, covering the Arabic Peninsula.

“I love the people here and how you can establish relationships easily. It is not only a matter of business; it is also about trust,” says Mr Piersanti when offered the position in Dubai. He accepted the job immediately.

He adds that working for a large well-known company in a growing market and dealing with new challenges in a region he loves made the offer even more appealing.

Although SCM’s team of specialists frequently travels around MENA to troubleshoot problems, they also cooperate with local dealers to assure customers they are well-supported by highly experienced personnel. As a consequence many companies tap on his informed opinion and experience, very much like an advisor rather than just a simple machines supplier.

“I like to visit customers even though they are not looking to invest in anything. Talking to them provides us with a different point of view that can help grow our knowledge. We are working hard to be someone you can call even if it’s just to ask for a piece of advice.”

He has no doubt reaped a wealth of learning: While Europeans may spend months deciphering the best solution for the job before considering the price of a package, Middle Eastern clients go straight into negotiating the cost. They may even compromise on the solution as they suppose the lack of equipment can be compensated by labour.

But once users are educated, they are willing to spend on technology, understanding the real return on investment. For example, they are willing to invest in solutions that improve their products’ quality, maximise output, reduce required labour and factory space. In fact, after many years of convincing, furniture manufacturers in the region now refuse to accept cheap machines that merely ‘do the job’.

Field of surprises

After nearly 20 years in the industrial machines sector, the field still amazes Mr Piersanti. He has worked for some of the biggest names in woodworking machinery, now acquired and under the blue umbrella of the SCM Group.

“When I first joined SCM, I discovered a fantastic team and an impressive world of solutions. I studied SCM products in previous jobs but would never have expected so much the brand has to offer. Many of them are so intricately made, it is incredible how much effort and expertise go into developing them.”

The Group has no plans to set up a showroom for now as Mr Piersanti believes that it is more effective to show off existing set-ups where SCM’s machines are running ‘for real’. While the main wood-related business is still concentrated on furniture, fit-outs and doors, the future also lies in yachts and nautical applications, big wooden structures and beams.

Uncertainty will continue to crash in waves but MENA will always hold promise for the astute.

Mr Piersanti concludes, “Sometimes the waves are taller, sometimes they are smaller. Today it might be the price of oil, tomorrow, tension between neighbouring countries. Nevertheless we trust in the continuous growth of the market and we wish to help by being always present.”

Credits
Text and images: Panels & Furniture MENA

www.panelsfurnitureasia.com