Bertjan Verstegen – Sales Representative, Abemec
“At Abemec, we focus on important A-brands: Lemken, Krone, Agrifac, Joskin, Merlo, Irtec, KWH Holland, Airmix, Weidemann, and Hardi. These are the finest brands out there. By choosing them, we opt for quality; that's what we stand for at Abemec. The advantage of this focused brand selection is that we become specialists in them. This applies to me as a sales representative, as well as to the people in the workshop. This focus greatly benefits us. We don't aim for the lowest price, but for the best for the customer.”
Bertjan Verstegen - Sales Representative
The characteristic green and yellow flags of Abemec wave proudly at the mast of the branch in Geldermalsen. Despite the chilly weather, farmers in the region are busy at work. “After the wet spring, it's finally dry now. That's why there are fewer people here in the workshop,” says agricultural machinery sales representative Bertjan Verstegen, who has been working here for over 11 years. “Some are out on the bus to assist customers on-site.” This confirms the slogan displayed above the workshop entrance: 'Customized Mechanization'. And what about the messages on the cardboard coffee cup inside: ‘we are professional, we work together, we are responsible’.
What is your sales territory as an agricultural machinery sales representative?
“At the branch here in Geldermalsen, we have two sales representatives. I focus on livestock farming and contractors in this region. My colleague Adriaan van den Hoek focuses on fruit growing and arable farming. At Abemec, we focus on important A-brands: Lemken, Krone, Agrifac, Joskin, Merlo, Irtec, KWH Holland, Airmix, Weidemann, and Hardi. These are the finest brands out there. By choosing them, we opt for quality; that's what we stand for at Abemec. The advantage of this focused brand selection is that we become specialists in them. This applies to me as a sales representative, as well as to the people in the workshop. This focus greatly benefits us. We don't aim for the lowest price, but for the best for the customer.”
How much freedom do you have in shaping your sales approach?
“Very free. It starts with setting sales targets. I do this together with the sales manager of Region North, under which we operate. Each Abemec branch forms a Result Responsibility Unit (RRU) as we call it. You need sales targets to bring focus to your sales efforts. But more importantly, it's about my dedication as a sales representative. If you're not giving it your all, it won't work. But I have complete freedom to shape that dedication in my own way. Demonstrations, a trip to, for example, the Krone factory in winter, offering specific discounts because I believe it will lead to more sales in the (near) future; all of that is possible. I have the trust of the sales manager, who truly gives me all the space.” Verstegen points to the coffee cup and says: “I am professional, I work together, and I feel responsible. Not only for Abemec, but especially for the customer.”
How do you set your sales targets with the sales manager?
“The most important aspect is assessing market opportunities. For instance, contractors as well as farmers struggle to find good staff. So, they benefit from machines with higher capacity. Krone offers rakes with four elements. I then compare the price against the advantages like lower tractor and personnel costs compared to a rake with two elements. I also closely monitor developments in the competition and I'm familiar with many competitors; their strengths but also their weaknesses. Armed with this knowledge, I am prepared and ready to take on any sales challenge.”
It all sounds nice, but shouldn't an Abemec branch operate under the control of the main branch in Veghel, which is part of the large German Baywa?
"No, absolutely not. As I mentioned before, we as a branch must stand on our own two feet. I must speak the local language, know and breathe the culture of the region. That's what we all do at this branch; we are a super close-knit team. But also across branches. Every two years we organize a three-day show in Veghel. Then you feel: these are all people who are capable and willing. So yes, we are regional, but it's also good that we are part of a larger whole. If I have a question, I can turn to anyone; the lines of communication are very short. We have one product manager for the Krone brand at Abemec. If I have questions about specific options or, for example, delivery time, then I almost immediately get an answer after one phone call. This is very efficient and most importantly; it gives the customer the confidence that we will go the extra mile for them."
How much decision-making authority do you have now as a salesperson?
"It goes beyond what, for example, salespeople at machinery companies with one owner/director have. They must, so to speak, consult with that person about every little thing. I can make decisions immediately, for instance, regarding an offer the customer makes, and start negotiating with them. This way, I can strike while the iron is hot! You also need to be able to adapt on the spot; that gives the customer confidence. In that sense, I am, no I feel like my own entrepreneur. Of course, you have to earn that trust. But once you have it, and believe me, Abemec is a company that quickly gives you that trust as long as you show dedication, then it's a wonderful job. To embark on business ventures together with the company Abemec, colleagues, and customers in the region as a team; that's such a great challenge!"
Photo: Menno Bausch
