Capital Equipment News December 2019

when working out their business plans,” says Mashika. He adds that Bell Equipment is aware that it needs to stay relevant and continue to add value to its customer base. As a result, the company adapts accordingly to make sure that its offering continues to meet the needs of its customers in line with the difficult market conditions. Marais is of the view that companies need to be dynamic in their approach and go the extra mile to assist clients to maximise their return on investments. This has been the cornerstone of Pilot Crushtec’s approach and a strategy the company has nurtured within its culture. Collard says companies need to monitor their debtors closely to prevent/minimise bad debt. “We also have to attend to our clients by offering them great service and products to ‘win’ the limited work that is still available. We also have to offer our customers flexible payment options,” he says. African plans As South Africa continues on a downward trajectory, many companies are placing a big focus on the rest of Africa. Africa has always been a key focus area for Bell Equipment as some of its South African customers are also active in the region. “We need to ensure that our dealer support network is aligned with our Bell approach to customers so that the level of support they expect in South Africa is mirrored in whatever other country they choose to operate in,” says Mashika. “In our experience there is a high appetite for used equipment in the rest of Africa so through our South African activities we are able to age enough equipment to satisfy the needs of our customers in Africa who enjoy a premium product and the support of a locally based OEM,” adds Mashika. Marais says Africa plays a large role in Pilot Crushtec’s business and has been a growing portion of the company’s portfolio in recent years. “This is a focused department within our business and has always played a role in our operations. We do not see this as a new focal point within our business and we will continue with our African operations as we have done in the past,” says Marais. Under the leadership of new MD Ross Collard, HPE Africa continues to focus on servicing existing customers and finding new ones across areas of jurisdiction – South Africa, Namibia, Botswana and Lesotho. “Our aftermarket services – spare parts and technical services – remain a huge focus for us, as customers tend to repair or refurbish their equipment during these challenging times, instead of replacing,” concludes Collard. b

HPE Africa has maintained a positive financial performance despite difficult market conditions.

EHCV sales continued to climb during the 10-month period to October, with 11 039 recorded during the period – a 4,6% increase over 2018 statistics.

adds Collard. “Government spend has been halted, almost completely, in most regions, leaving very few development opportunities for our plant hire and contracting customers.” Mashika says the key talking points for Bell Equipment included funding solutions, engaging with emerging contractors, managing the business structure to be in line with the prevailing market conditions, as well as ensuring that the company’s value proposition remains relevant. Surviving the tide In such tough economic conditions, what should businesses do to survive the tide of a downward cycle? Mashika says businesses need to find a good balance between being inward looking in terms

of managing the business structure on the one hand, and staying close to their customers on the other. “Firstly, you have to listen and then understand so that your offering can be in line with what the customer needs. Businesses need to offer products that help customers improve their competitiveness and help them survive the tough market conditions. They must also make sure that the support and aftermarket offering are in place to suit the varying customer needs. In tough times, being cost-effective alone may not be enough. The aftermarket offering needs to help to reduce the level of uncertainty for customers and give them the peace of mind that the supplier’s support and offering are predictable and reliable so that they can count on those being stable

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