From Münster to the world - Internationalisation at WEICON | #39

We talked to our CEO Ralph Weidling about our #international focus – and received several tips that are helpful when entering new markets.

#WEICON has been successful for more than 75 years with special #chemical #products for the #industrial sector and with stripping #tools. Has WEICON’s focus always been as international as it is today?

In the field of tools, we have been an international player from the very beginning. Our chemical products followed later. The reason for this was that the extensive documentation required for chemical products was not yet available in other languages.

?? Germany’s industry has an international focus, and as a supplier of auxiliary products we need to act accordingly. ??

Why is an international presence with our special products crucial to success?

Let’s take mechanical #engineering as an example. If you offer products for #repair and #maintenance for this specific area, you also have to make them available worldwide. Germany’s #industry has an international focus, and as a supplier of auxiliary products we need to act accordingly. Otherwise, the manufacturers will simply look for suppliers whose products are available everywhere. That’s why it is very important for us to be present internationally.

What was WEICON’s first step into a foreign market?

International trade fairs were the door opener. My father was already in Moscow in the 1950s to establish contacts with local companies. From the very beginning, we were also at the Hannover #Messe to make contact with manufacturers from all over the world. For a long time, trade fairs were the best way to present your company to the markets and become better known. This has changed a lot owing to increasing digitalisation. Trade fairs are still important, but we make many new contacts via the internet too.

For which international activities does WEICON use the services of the Chamber of Industry and Commerce (IHK) and of the German Chambers of Commerce Abroad (AHK)?

Every IHK in Germany has a focus on a specific country in which it specialises. Here in Münster, for example, the IHK Nord Westfalen focuses on Singapore. Before we established our branch office there, we received extensive advice from the specialists at the IHK on how to set up business in Southeast Asia. For our branch in Türkiye, the IHK K?ln in Cologne supported us and for Canada the IHK Hannover . Then, afterwards, the local AHK is our point of contact. For all our #branches we sought advice and information from the AHK. You can get contacts there for legal advice, suitable rental properties or accounting, for example.

???? You can only be successful if you are available to customers locally. ????

WEICON relies on its own branches and many sales representatives. Why is it important to be present locally?

You can only be successful if you are available to customers locally. Only when I am on the spot, can I help and advise the customer. We can look at and analyse production processes and #applications together. This service is a great advantage as our products require some explanation. In addition, the delivery time for products is significantly reduced through a local partner or branch.

How does digitalisation affect business at WEICON?

#Digitalisation has made it much easier to do business worldwide. In the past, you had to get on a plane for every single meeting. Today you have a call with Singapore in the morning and with Canada in the afternoon. A very helpful tool for us are online training courses for our customers or dealers. In this way, we are able to provide straightforward help with application questions. Nevertheless, personal contact on site remains important.

Do you have any tips on what is important when entering foreign markets?

At the beginning, you need to research the market extensively. Which industrial sectors are important in the country? Who are the potential local customers? Are there any interesting projects where our products can be used? All of this information provides a good initial overview.

Our experience shows that it is useful to look for a #trade partner in the country who is responsible for the distribution of the products. If this works well, it makes sense to engage own sales representatives as the next step. This is how you gather valuable insights about the market. Before setting up the branch, the IHK and AHK in the country should be contacted. But you can also contact the AHK directly in the first step; it supports you in researching the market and helps you to establish initial contacts.

How should a company position itself to be successful internationally?

A company should act in a future-oriented and holistic way. But this process should begin at home. If I wish to recruit and retain skilled workers, I have to be the best possible employer for my team. Employees must enjoy their job – then they are more motivated and will work to make the company thrive. Of course, this also applies worldwide. Nationally as well as internationally, #marketing is very important to increase visibility and awareness of the #brand. You need to stand out from the competition, if you want people to notice you. At WEICON, we distinguish ourselves by offering comprehensive services worldwide. Providing advice, training, and always being available to our customers – that’s what makes us special. In addition, we have established a professional online presence. Without that, it is no longer possible to be successful nationally or internationally.

?? You have to be open and think internationally. For us, it is crucial to see business through the eyes of our customers. ??

In your experience, what is the single most important tip for international success?

You have to be open and think internationally. For us, it is crucial to see business through the eyes of our customers. Therefore, when you are active internationally, a high degree of adaptability is essential. And, of course, you need courage to get going and take the next step.

Without our branches and foreign activities, we would have no chance in the market today and our company would not grow successfully year after year.