14_SHD_May:ShD re-design 1/5/07 09:40 Page 14
■ Front Cover Story
Independents’ day
Bill Pfleger, managing director of Yale Europe Materials Handling, considers the
important role that independent truck distributors play in meeting the often diverse
needs of forklift users.
the highest levels of service to development of the actual product. A strong
our mutual customers, Yale can distribution partner that is in tune with the
offer the very highest standards demands of local markets will have a major
in sales and after-market impact on a product’s evolution and a great
support. deal of Yale’s R&D is driven by feedback
Furthermore, by choosing to from our dealers.
outsource our service and In fact, when it comes to product
maintenance operations to development, global forklift truck
independent distributors we manufacturers have to consider how best to
leave ourselves free to focus on meet the diverse needs of their varied
our core competencies of customer base and it is vital to understand
designing, manufacturing and what it is that the customer actually wants to
distributing our range of achieve. Of course, the fundamental issues
materials handling products. across all territories generally come down to
Prior to joining Yale, I spent productivity, ergonomics and safety. Yale
eight years working at a products are constantly being redefined to
privately owned Yale dealership ensure that they meet the highest standards in
in Michigan, initially as Chief these areas. It is an ongoing process and what
Financial Officer and then as was acceptable in lift truck design yesterday
Vice President of Operations. will not be tolerated tomorrow.
This experience provided me Europe-wide – particularly when it comes
with an important perspective to bigger fleet deals – the buying decision is
on Yale’s materials handling an increasingly complex process. Within most
business and the key role Yale’s large organisations everyone – from the
Bill Pfleger – Managing Director, Yale Europe Materials Handling.
independent distribution network forklift operator to the financial director – will
As the need to keep downtime to a plays in achieving sustainable market share have an opinion on which truck best serves
minimum has emerged as a key driver in growth. the company’s needs. Developing products
the forklift fleet selection process, Europe’s I was responsible for achieving significant that satisfy these often diverse requirements is
leading truck manufacturers have sought distribution improvements for Yale in North never easy. On the same buying team you will
to differentiate their product offering by America, an achievement consistent with the have different people with different primary
the quality of the after-sales care they focus Yale has for the ongoing development needs – safety, increased throughput, total
provide. of its distribution network in Europe. cost of ownership, initial price – the list is
And, as it becomes harder to distinguish My experience has taught me that running a endless. Truck providers cannot afford to
between the technical performance of the forklift distribution operation is a completely overlook any part of the equation and every
products offered by the major manufacturers, different business proposition to actually requirement has to be addressed.
service excellence is increasingly seen as a manufacturing trucks! Across Europe, Yale has recently invested significantly in
crucial selling point in most, if not all, of the independent local dealers are far better the development of its new range of IC
major global sales territories. positioned to service the needs of forklift engine-powered counterbalanced trucks and I
Yale’s philosophy in the US and Europe truck users. They are more in tune with am delighted to say the response from the
has always been to work with independent cultural differences and their knowledge of a market to our new Veracitor VX series has
distributors. We believe that by working in client’s business can be invaluable. But a been overwhelmingly positive. We have also
partnership with entrepreneur-driven truck manufacturer’s distribution and after- added significantly to our range of warehouse
organisations that are committed to providing sales partner will also contribute to the products – including new AC-powered
14 ShD May 2007 www.PressOnShD.com
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