Win new customers, increase battery line sales, expand the sustainability theme. With these objectives, STIHL moves forward in all countries in the gardening segment. Check out recent initiatives promoted in Argentina and Guatemala.
STIHL Argentina participated in a fair promoted by the Garden magazine and La Nación Events which gathers landscape market trends, with lots of green areas and attractions related to sustainability. “We presented the brand’s products, especially the benefits from the battery line. It was a very special moment for us to get even closer to occasional users and to follow the role played by women in gardening,” tells Maria Mercedes Barbieri, from the country’s Marketing team. The event was promoted in the beginning of the spring and everyone that visited the STIHL stand received a plantable bookmark with the question “what is spring to you?”
In Guatemala, Comeca created a gardener’s club to better position STIHL in the residential segment and reach the 15% goal of extra sales in the battery line until the end of the year. “We started the first stage of this project in the capital city and in 2024 we will reach more cities in the country with environmental concern,” explains Alex Guzmán, brand Manager. Participants of the club receive technical and practical capacitation, landscaping tips and have the option to join a loyalty program that offers 10% discount in battery products. In five months, the results were already impressive: 10% sales increase in the segment and thousands of social media interactions.
Alex Guzmán
+502 3721-3039
aguzman@comeca.com.gt
Mercedes Barbieri
+54 11 6637 1564
mercedes.barbieri@stihl.com.ar
Who’s the potential customer in the gardening segment? What are their needs, demands, attitudes, and purchasing habits? Unravelling these answers is crucial for the STIHL Group’s success in the present, and mainly into the future.
That is why a research with 12 thousand occasional gardeners from 10 different countries was held by the brand and presented this year during the Sales and Marketing Growth and Transformation Workshop, in July, in Brazil.
Let’s remember 5 important points of this study that classified four types of gardeners: soul, ostentatious, evasive and pragmatic.
Rafael Zanoni
+55 51 99234–8423
rafael.zanoni@stihl.com.br
STIHL’s battery products combine power, technology, mobility and convenience, all of it without any gas emissions and low noise level. They are ideal for those who wish to work easily, with comfort and excellent performance.
The portfolio is getting increasingly bigger, with options for all niches: from chainsaws to vacuum cleaners, customers’ demands are fully met, both for occasional and professional use.
Especially when compared to petrol models, the economy is guaranteed: the more STIHL’s battery products are used, the greater the economy.
Another highlight is the fact that STIHL has its own line of chargers and batteries. The tools are compatible with different batteries, and the choice will depend on its use and time of use. It’s the perfect solution to perform the work.
Carlos Wey
+55 51 99257-2251
carlos.wey@stihl.com.br
Braian Romero Villarreal
+55 51 99845-0614
braian.villarreal@stihl.com.br
Carlos Diego Maldonado Flores
+ 55 51 3579-8368
carlos.flores@stihl.com.br
One of the greatest highlights among all presentations of the Sales and Marketing Growth and Transformation Workshop, held in July in Brazil, was unquestionably the presentation from Mr Joachim Burandt, Senior Vice-President of Sales for the STIHL Group. He presented the Company’s “battery first” strategy. A significant growth in the battery line has already been identified in large portions of global markets in comparison to motor units, especially in North America, Europe, and Oceania. As of 2027, we expect even greater advances. “The technology changes, our new competitive environment, customers’ expectations, the digital transformation in the way we work and interact are constant challenges of the last few years. But we are confident that, with the level of experience and ambition of STIHL’s personnel, whether in the markets or in the Head Office, and with all the measures taken and planned, we are going to proceed in our successful journey,” he stated.
STIHL seeks to broaden the market of the battery line both in the professional segment and with consumers in general. However, the professional segment is a priority. To do so, its strategy is to increase the range of products in the AP system, focusing more on the sales teams and dealerships, among other initiatives. The main objective is to win new customers and keep the petrol line consumers during this change.
Patriq Paines
+55 51 992749650
patriq.paines@stihl.com.br
The 2023 Best Practices Award, the STIHL “Oscar,” was held during the Marketing and Sales Workshop, with 38 practices from 15 different countries. This year, the participants themselves took part in voting for their preferred initiatives from a broader range of categories: Communication, Point of Sale, Workshop and After-Sales Service, Training and Qualification, and Strategic Theme Aftermarket.
Congratulations to the award winners in their respective categories:
The “Live the STIHL experience” project consisted of the installation of visual attractions in the shops, aroma diffusers with the STIHL fragrance, STIHL testing station, music and audio with the STIHL logo, and comfort area.
Inmeq worked in the progressive standardization of this experience in all authorized dealers, offering constant follow-up and consulting to maximize the results.
The initiative sought to offer the following services to loyal UDP groups, mainly women:
Platform projected to reward the efforts of all salespeople from STIHL dealerships who register their sales to obtain points that will provide them with a place on the list of TOP salespeople and an extra monthly fee.
The communication is done through WhatsApp and Mailing to the salespeople community (STIHL Authorized Dealerships).
Through the history of 4 cultures, the campaign established the brand as an ally, with which consumers can rely to overcome the challenges they face every day. Each crop includes videos, image database, digital pieces, among others.
The platform has a module to check product prices and stock availability at a national level, as well as the monitoring of the achievement of monthly and historical sales targets. In the app, the dealer can also load his request ticket in the categories of marketing, technical support, product support, which allows him to do a follow-up on each request.
Congratulations to all participants for their dedicated efforts and hard work!
You can check the final presentation with all the Works in the Latam APP at Library/ Best Practices / Oscar 2023.
GET INSPIRED!
Andrea Chaverra
Colômbia
+57 4 614 80 81 Ext. 116
andrea.chaverra@stihl.co
Diana Lizbeth Mejia Arriaga
Honduras
+504 25595899
dlmejia@cemcol.com
Darwin Mauricio Portillo
Honduras
+504 9980-4489
dmportillo@cemcol.com
Iver Paredes
Equador
+593 2250-0139
iparedes@gn-suferreteria.com.ec
Daniela Menchaca
México
+52 222 429 5422
daniela.Menchaca@stihl.com.mx
Oscar Rodriguez
El Salvador
+ 503 2231-2800
orodriguez@indupal.com
The 2022 Dealers’ Satisfaction Survey in Latin America was presented and discussed throughout the 2023 Marketing and Sales Workshop, with many reasons to celebrate.
“The numbers reached are extraordinary. Our general grade was 8.9, outperforming the previous year of 8.6 and the world’s general goal of 8.0,” highlights Patriq Paines, Sales Manager for Latin America and the Caribbean, remembering that it was the first time that Spanish speaking importers participated in the survey.
According to him, the data obtained are very important because they show the work is being effective. “We are on the right track. The distribution channel is aligned with our strategy, developing the STIHL brand very well in its locations,” he says.
In the event, action plans to keep and improve the region indicators were also aligned. “Everything we have done so far will be reflected in the future, but we have to continue with the activities, always seeking excellence. Together we can go beyond.”
“What we have done so far will be reflected in the future. Let’s proceed with our constant development.”
Patriq Paines, Sales manager for
Latin America and the Caribbean
STIHL products are classified as excellent and contribute to high levels of satisfaction.
The field sales team is very qualified and the cooperation with STIHL is very pleasant.
The handling of complaints is particularly relevant to the satisfaction of dealers.
Support to advertising and sales, especially announcements on the radio, printed materials and in message boards.
Patriq Paines
+55 51 992749650
patriq.paines@stihl.com.br
The new family of STIHL brushcutters represents an evolution of traditional tools, with even more power and customer satisfaction. Among the main highlights of the products recently introduced to the market is the 2-MIX engine technology, with lower gas emissions and greater fuel economy.
“We are very proud of these six very important new products for our portfolio. The models FS 161, FS 221, FS 351, FS 291, FS 460 and FR 410 target intense use and provide even greater performance to professional users,” highlights Paulo Serpe, Market Specialist for Latin America and the Caribbean.
Braian Romero, who is also a Market Specialist, points out that the new 4147 family is the unification of brand efforts to offer a new generation of petrol brushcutters to consumers. “These machines combine STIHL outstanding features of power and reliability, tradition built from machines sold many years ago, in addition to the performance and technology of the 2-Mix engines,” he states.
He also highlights the wide variety of cutting applications, whether it is using nylon line, PolyCut, metal blade or circular saw. “Users will always find the ideal cutting tool for their terrain, which is a great advantage of the 4147 family.”
Carlos Diego Maldonado Flores, Product Consultant for Latin America, recalls the global consolidation that represents this family. “The new professional brushcutters are a STIHL Group worldwide release, strengthening the development of technologically advanced products, focusing mainly on the people – their safety and comfort – and the environment, with low consumption and low gas emissions equipment”, he says.
COMMUNICATION CONTENT TO BOOST MARKETING
In the Latam app, you can find the new products’ full communication package. In-use pictures, videos, and several different materials to promote brushcutters in your region.
VISIT: LIBRARY> COMMUNICATION CONTENT > PRODUCT PACKAGE
Paulo Serpe
+55 51 99288-6474
paulo.serpe@stihl.com.br
Carlos Diego Maldonado Flores
+ 55 51 3579-8368
carlos.flores@stihl.com.br
Braian Romero Villarreal
+55 51 99845-0614
braian.villarreal@stihl.com.br
This year, the Marketing and Sales Workshop was a face-to-face event, gathering all participants in Bahia, Brazil, over the course of three dynamic days, attendees were immersed in a wealth of insightful content and collaborative synergy.
The Sales Director for Latin America and the Caribbean, Paul Strohm, opened the presentations with a market overview, an evaluation of 2022, and perspectives for the future. “We know the challenges ahead of us when faced with this scenario of many changes, but with our team of importers and subsidiaries in Latin America and the Caribbean we know we are still going much further,” he stated.
The first day also relied on the illustrious presence of Mr. Joachim Burandt, Senior Vice President of Sales of the STIHL Group, that, among other themes, shared the “Batteries first” strategy.
Straight from the Head Office, Lars Bergmann, Global Director of Support and Training of the STIHL Group, was another highlight.
Patriq Paines, Sales Manager for Latin America and the Caribbean, Sabine MacDonald, Marketing Manager for Latin America and the Caribbean, Carlos Wey, Product Manager, Carlos Diego Maldonado, Product Consultant, and Raul Kriedte, Manager of Qualification and Socio-Environmental Projects, wrapped up the program with their presentations and important discussions.
The feedback from the audience of the event was exceptional. In the satisfaction survey, the general average grade was 9.3, considering the range of satisfaction levels from 1 (did not like it) to 10 (exceeded my expectations). Congratulations to you all for another great achievement. STIHL is growth and transformation!
Patriq Paines, Sales Manager, and Paulo Serpe, Market Specialist, left a message about the event
