GUATEMALA HAS BEEN STANDING OUT IN THE GET IN THE RHYTHM CAMPAIGN RANKING. IN THI S INTERVIEW, COMECA’S DIRECTOR, ROBERTO GIRÓN, TALKS ABOUT STIHL’S SALES PERFORMANCE IN THE COUNTRY.
WHAT IS THE REASON FOR THE GOOD PERFORMANCE IN THE GET IN THE RHYTHM SALES CAMPAIGN?
Roberto Girón – We set growth as our goal in our planning. We made several direct purchases with bigger volumes, since this is our strategy. We are also motivated to attend the nice invitation we received to participate in Rio de Janeiro’s Carnival and visit the STIHL factory in Brazil.
WHAT IS COMECA’S STRATEGY TO BE AMONG THE TRAVELLERS? ?
Roberto Girón – We are going to try to have all the products we will need. We also take into consideration that, since we started with machines such as the FS 460, it is easy to notice the consumers’ preference; they always want us to have it. That is why these brushcutters is being ordered in larger volumes.
IN YOUR OPINION, WHAT IS THE SECRET TO SELLING WELL?
Roberto Girón – Try to satisfy the final customer through the distributor channel and always have the pipeline seeking satisfaction with the products the final customer needs per season and area.
TELL US ABOUT AN UNFORGETTABLE SALE IN YOUR COUNTRY.
Roberto Girón – Last year, we grew 700% in one month with a very focused marketing action. It doesn’t happen every month, but that time all marketing resources were aligned to try to reach each final customer.
WHAT PRODUCT SELLS MORE IN GUATEMALA AND WHAT ARGUMENTS DO YOU USE?
Roberto Girón – MS 382, FS 221 and SR 420. I can tell you that, for all this machines, we must make sure the pipeline is full, and we never run out of it, because the most expensive spare part is the one we cannot deliver immediately.
WHAT ADVICE WOULD YOU GIVE OTHER STIHL IMPORTERS AND SUBSIDIARIES?
Roberto Girón – Knowledge about the market is the basis to be able to meet its demand the best possible way. If we have that knowledge, we will have truly multifaceted agents at home to fight the competition. Knowledge, strategy and action according to plan.
“We must make sure the pipeline is full, and we never run out of it, because the most expensive spare part is the one we cannot deliver immediately.”
Roberto Girón,
Director of Comeca
