Sales and marketing people to admire

With the Farnborough Air Show coming over the horizon, in 2018, I thought it might be relevant to look again at the story first told in the SA Instrumentation and Control journal in 2016, just after the last Farnborough event.

First, the retail example

There is a family-run DIY shop in Winchester: it does not have the attractive displays of the DIY Supercentres, it is crammed with stuff in crowded aisles, and you have to ask where to look for anything. But then the staff know exactly where it is, are knowledgeable about how to use it, and make a good guess as to why you want it, and suggest two other things that might also be useful. So you come out with more than you wanted, but with reassurance. More important, they made the sale, helped the customer, and sold a few more bits. You have to admire their sales expertise, and their business just keeps on growing. Back in 2016, they proudly boasted that it was Rick Stein’s favourite D-I-Y shop!

A different approach, in industrial calibration

img528 the trescal postcard

The Trescal postcard give-away

Occasionally you recognize similar marketing initiative in industry. In the public display days at the Farnborough Air Show 2016 there were aircraft enthusiasts (like me) lined up along the barriers, all probably with jobs that impinge on aviation, or engineering, or similar. So while waiting all day for his 10 minute display slot, Jean-Marc d’Hulst, the pilot of a French Starduster SA300 aerobatic biplane, walked along the crowd line handing out postcards showing his aircraft, chatting to anyone interested, and listened to by everyone around.

Turning the postcard over you realize that it is advertising the Trescal Group – which explains the name painted on the side of the aeroplane. This group is a world-wide network of companies that provide calibration, repair and verification services, specialising in the requirements of the avionics industry. These days, with traceability and accountability paramount, such services are in high demand, not just from the aerospace industry, and are usually bought in from a third party, so the records can be seen as from independent inspectors, and the third party supplier takes on all the hassle of maintaining the traceability for their test equipment.

IMG_0615 ND pic farnboro

My photo of his display, in a grey Farnboro sky

Jean-Marc d’Hulst is a VP of Trescal: the company news on their website shows they seem to acquire another laboratory in another country every few months. They now have 180 laboratories in 21 countries: these labs cover Europe, Asia, USA, South America and North Africa at the moment. Trescal also provide engineering training and consultancy on measurement problems to improve process performance for all types of industry. Jean-Marc has displayed this year at the Paris, Farnborough, Berlin and Marrakech air shows, and indeed his company expertise was also broadcast during the public commentary at each display. With these marketing skills also applied to the group acquisition and expansion strategy, maybe Jean-Marc will take his Starduster display to South Africa very soon!

2017 Update

While the comment about South African expansion was aimed at the readers of SAIC, the news this November is that Trescal has made another acquisition in South America, Trescal has acquired Teclabor, a calibration services provider based in Recife (Brazil). This is the third acquisition in Brazil, expanding their local geographical coverage into Pernambuco state.

Founded in 1985, Teclabor is an accredited one-stop-shop calibration laboratory, with strong capabilities in liquid flow, volume, mass (scales), temperature and humidity. Teclabor employ 30 people, generating a turnover of 3,3 million Brazilian Reais (approx 1,0 million Euro), and is mainly active in the Food & Beverage sector.

During 2017 Trescal has also acquired several other companies: Gebhardt Instruments in Germany, Acucal Inc in the USA, and Pyrometro Services in Malaysia.

 

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2 Responses

  1. I am not sure the place you are getting your information, however good topic. I must spend some time studying more or working out more. Thank you for excellent information I was on the lookout for this information for my mission.

    • Well Alex, it looks like you are in Latin America. So basically I will explain how I found this story, it was quite straightforward. I went to the Farnborough Air Display, as a public participant, paying my entry fee. I saw and met this guy, and then looked his company up on the internet. It’s all simple public stuff.
      For the other part of the story, I live in Winchester, so saw the notice displayed in the window of the hardware shop. I have some photos somewhere: I do have a contact in Padstow who works for Rick Stein (who has just been touring round Mexico), so there was a minimal amount of input from that side. In actual fact I don’t think I included anything that came from Rick Stein himself.
      nick

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