Demag UK sales director Tarik Alkhalil told Hoist: “This isn’t about scaling back. We noticed certain synergies with Certex and it offers us greater market penetration than we could achieve on our own – and local representation.”
Alkhalil admitted that there has been some “inevitable” teething problems following the agreement. He said: “Things are going very well but people don’t like change and we’ve had to convince old customers that Certex are now the company to deal with.”
He added that he hopes the agreement will attract new customers as well as providing a better service for those who previously dealt with Demag direct.
Certex will offer a comprehensive range of materials handling components and spare parts. Demag continues to supply cranes, hoists, handling technology systems, drives and spares to its key account customers, throughout the UK.
Charles Gillespie, Certex sales and marketing director, said: “Demag has a worldwide reputation for quality and reliability and we are delighted to be associated with its products.”
He added: “We also look forward to working with our new Demag customers, who can be assured of Certex’s renowned personalised service and competitive pricing strategies.”
The Certex sales team has received full training in the entire Demag range.
Certex is also able to utilise the recently launched Demag shop – an internet-based information and order platform. This gives Certex customers around the clock access to further information on Demag products and applications, as well as the ability to place orders via the website at www.certex.co.uk.
Alkhalil added: “Certex’s long-standing reputation as a leading UK distributor of lifting gear was a major factor in our decision to enter into this partnership agreement.”
He added: “The company enjoys a reputation for its association with quality manufacturers and as such we are delighted to be included in their extensive product range.”
The new route to Demag products through Certex was available immediately and access to Demag equipment for those customers whose accounts are being routed through Certex took effect from July 2006.
