"SIGMA ELECTRICITY SHOWED TURKEY'S PRODUCTION POWER"

Sigma Elektrik further increased its overseas market share with its new team in the Export unit it structured at the beginning of 2019. Thus, it achieved a great success with the product sales it realized above its targets.

Genco UYSAL, who was appointed as Sigma Electricity Export Director, evaluated the one-year process at Sigma Electric to our magazine.

genco docile

In 2019, you had an 11-month process within Sigma electric, which you joined. During this time, as Genco UYSAL, what has been your contribution to Sigma Electric and its team – especially when we consider it export-oriented?

As you know, the most accurate way to measure performance is with numbers. On the first day we took office, Sigma had sales to 52 different countries. At the point we have reached today, we have managed to increase this number to 87 countries. It now means that the Sigma brand is known and used in 35 new countries. Of course, with these new countries, we succeeded in reaching our turnover and target last year in June. We will feel the contributions of new dealers to the turnover more from next year.We have planned a growth-oriented budget in the coming year. I think we are living a productive and successful period.

genco docile

What was your strategy for 2019 and what was its feasibility rate?

We aimed to increase our turnover in the countries where we work and to introduce Sigma in countries where we are not. We achieved this goal by increasing our turnover in existing countries and working with 35 new countries with a sales success exceeding our expectations.

What do you think has been the most prominent factor in success? Is it an individual, a brand, a product?

Of course, our brand, the quality and the products we offer at international standards with their certificates are very important. In addition, we have achieved success in terms of sales at many points we have reached after the work of a well-designed organization and our team, the customer visits we have made, the trainings and seminars, the connections we have established in the fairs and events we have been in as a participant / visitor, the customer satisfaction provided by understanding the incoming demands correctly and responding to them in a short time.

genco docile

What were the challenges you faced in 35 countries and how did you overcome them?

We all know the dominance of global brands in the world. First of all, we must tell our brand. The process of explaining that Sigma products have international quality standards and certificates that exist in all known brands challenges us. After being convinced of our quality and certificates, serious expectations are made in terms of price. In markets dominated by Chinese brands, we encounter very low price demands. Here, after informing our customers about our quality and references, we break down the prejudices with our samples and start our commercial relations.

Among the new 35 countries, which country came to the forefront in terms of dealership?

Of course, although all these new countries have an initial process and a story, we can count Sri Lanka at the beginning. It was important for us to have entered a market where India has serious dominance as Sigma and that our dealer trusted us and agreed to work with us even though he had no work with Turkish companies.

When we evaluate it in real terms, how do you see Turkey's image?

As we all follow, Turkey is a rising star in recent times. Especially our image in African and Balkan countries is in very good condition, there is a positive interest in Turkish products. But I think for political reasons, there is also a secret embargo against Turkish products in countries such as Saudi Arabia, Egypt and the UAE. I think the countries of the Far East do not know us much because of the distance. In general, I can say that my impression is "positive".

genco docile

Sigma always had the potential to go to new places. However, they did not go to these places or no results could be obtained from these places. What has been your influence on this success?

Of course, many points have been visited and introductions have been made before us.But the most important element in sales is to be persistent. When we went to potential customers for the first time, we heard a lot of answers such as "we can't work, we don't think". However, with our persistent follow-up and work, we are working with many of them today.

Our customer may be selling and using a brand, but when you tell them correctly that they can create an alternative with Sigma with their price, quality and service, there is no reason not to work with you. We use this insistence and explain ourselves especially by meeting face to face. If we are going to a country where we have not worked before, all potential customers before; commercial attachés, the internet, our relationships in other companies and our existing portfolio by scanning a program and analyzing the market well and establishing our connections.

What do you think an export director should have the most?

Leadership and organizational ability is a priority that should be in all managers. Since our business is exactly sales, considering the time differences between countries, your communication and dialogue channels should be open 24/7.Of course, your professional experience is also a requirement for you to make potential market assessments and predictions.

In the current situation, what are the expectations of your dealers and countries for the coming year in foreign trade due to Sigma's position and what are your goals?

Overall, our expectations for 2020 are positive. We have created our budget with a target of 50% growth. In January, we will make our target agreements with our dealers on an annual basis. When we consider the potential in the 35 new countries we started this year, we think that it is a realizable budget.

So, what are the expectations of your dealers from you in this regard?

Of course, our dealers will first of all expect to protect their costs and even reduce them a little more.We have serious investments in terms of quality to ensure that the quality they approve is sustainable. They will expect a good service with as short a deadline as possible and a response to their demands in a short time.

We, as the Sigma family, will continue to work with all our units to provide this service and meet expectations.

Do your dealers expect product richness (addition of new products to existing products) from you? Do you have R&D activities in this regard in terms of responding to global competition and expectations?

Due to the differences in applications and systems, we may encounter different product demands from many different countries that are not in our product portfolio. We have a successful R&D team. After receiving the approval of our management, our R&D team works. Those who follow us know that new products are added to our product list every year. In 2020, we will continue to offer our new products to our customers.

Do you have a goal to add new countries to your export market, which you have increased from 52 countries to 87 countries?

Of course, our work on this issue will never stop. There are target countries that we have set in 2020. In addition, we aim to sell to new countries with the contribution of Dubai-Frankfurt-Ukraine fairs that we plan to participate in next year.

In particular, we believe that we will add countries such as Kazakhstan, Tajikistan, Uzbekistan such as Turkic Republics in South America, Brazil, Argentina, Costa Rica, Chile, Mexico and Nepal Malaysia in the Far East to our list.

genco docile

What is the status of your work on new products?

We have a strong R&D team. We continue to add new products to our product portfolio every year. This year, we introduced Vertical Type Load Separators to the market, which we started to produce 100% within our structure. In 2020, we are starting to produce NH Knife Insurances, which we have started to build the production line again. Our re-shut-off Residual Current Protection Switch, which we call Re-Closer, is coming to the market. In addition, we will have products in the size and compensation group that will be added to our list.

What would you like to say about Sigma's brand recognition?

You are closely following our work, which has been continuing with increasing momentum in the last few years. We get very positive feedback on this issue. We use Social Media very actively. We also regularly appear in the print media with these opportunities you give us. Our website is constantly being renewed. Especially with the fairs we attend, we announce our brand in the international arena and get positive feedback.

I would like to thank the entire Sigma family and our team for their work and support.

I also thank you for giving you this opportunity and wish you success...