LAS VEGAS — Throughout the coming year, the benefits of investments within the company’s people, products and processes will come to fruition for Beck/Arnley.
Max Dull, vice president and general manager, says the business has three areas that it is investing: products, marketing and sales. And it all starts with investments in the product Beck/Arnley makes.
“We are intent of having the best coverage of our products,” Dull says.
He explains that the company is looking back to make sure it has all of the parts its customers and end users need, including at the tail of the product line. It has invested in new data and tools so they know every vehicle out there and where they have opportunities. That investment also includes looking into new product categories and technologies, giving the company the chance to launch a new basket of products throughout 2011 and beyond.
Those products will be application-specific and have the necessary complexities to fit exactly where fit really matters, Dull says.
Building on the investment in products is the investment in marketing, advertising and promotions, Dull adds. The promotions will be specific to regions, and he notes that the company will work with its channel partners to create those that will be most beneficial to them, not a national plan.
The third area is investing in sales efforts, creating a new sales force structure and technology for the sales team.
Tying this all together is the company’s investment in training. Dull says the theme of investment means Beck/Arnley is looking into both features and benefits of educating the end users.
“You need to train the technicians and train the channel partners on how products work and what (right parts and uses) mean,” Dull says. “We are intent on finding ways on getting information on products, information, images, technical information to the desktops (of countermen and technicians).”