1. IPHA Sales and Marketing Seminar Barcelona 2018
How to sell Hollowcore in Latin Countries
Leandro R. Amador
Generale Prefabbricati Spa

2. List of contents 1. Potential and target customers 2. Getting enquires
Market of precast in Italy
Customer types
Different approaches for different Customers
2. Getting enquires
Request channels
3. Offer
Contents of the Offer
Delivery channel
4. Quote chasing
Price
5. Negotiation & customer loyalty
Negotiation in Latin countries
Customer loyalty
6. Conclusions
Final considerations
Areas of improvement

3. Generale Prefabbricati Spa

4. Generale Prefabbricati Spa
Generale Prefabbricati Spa in the precast business:
Industrialised building
Infrastructure
GFRC
Spiroll extruded hollowcore slabs
Dedicated brand

5. Generale Prefabbricati Spa

6. Generale Prefabbricati Spa

7. 1. Potential and target customers

8. Potential and target customers MARKET OF PRECAST IN ITALY
During the last 15 years the market suffered a sharp decrease
sqm
sqm

9. Potential and target customers MARKET OF PRECAST IN ITALY
Decrease of the main hollowcore producers

10. Potential and target customers MARKET OF PRECAST IN ITALY
Market crisis
Changed the conditions
Sales method
Criteria to awardaring the market share

11. Potential and target customers CUSTOMER TYPE
Clients are:
Private costumers
Construction Co. / Contractors
Different services offered
Developers
Precast producers
(not producing HSL)
Design Studios / Technicians

12. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS
Clients
Service
Involved subject
Private costumers
Supply
Commercial agent
Construction Co. / Contractors
Technical office
Developers
Production factory
Precast producers
(not producing HSL)
Design Studios / Technicians

13. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

14. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

15. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

16. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

17. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

18. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

19. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS
Clients
Service
Involved subject
Private costumers
Technical support
Commercial agent
Construction Co. / Contractors
Supply
Technical office
Developers
Installation
Production factory
Precast producers
(not producing HSL)
Transport company
Design Studios / Technicians

20. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

21. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

22. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

23. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

24. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

25. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

26. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

27. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

28. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

29. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS
Clients
Service
Involved subject
Private costumers
Technical support
Commercial agent
Construction Co. / Contractors
Budjet support
Technical office
Developers
Tender office
Precast producers
(not producing HSL)
Design Studios / Technicians

30. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

31. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

32. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

33. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

34. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

35. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

36. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS
Clients
Service
Involved subject
Private costumers
Supply
Production factory
Construction Co. / Contractors
Developers
Precast producers
(not producing HSL)
Design Studios / Technicians

37. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS
Clients
Service
Involved subject
Private costumers
Technical support
Commercial agent
Construction Co. / Contractors
Technical office
Developers
Precast producers
(not producing HSL)
Design Studios / Technicians

38. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

39. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

40. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

41. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

42. Potential and target customers
DIFFERENT APPROACHES FOR DIFFERENT CUSTOMERS

43. 2. Getting enquires

44. Channel with the greatest potential for future improvement
Getting enquires
REQUEST CHANNELS
The quote request comes from:
Web
First contact
Request Form
Commercial documents
Channel with the greatest potential for future improvement

45. Getting enquires
REQUEST CHANNELS

46. Getting enquires
REQUEST CHANNELS

47. Importance of the presence in all the districts/regions
Getting enquires
REQUEST CHANNELS
The quote request comes from:
Web
First contact
Request Form
Commercial documents
Recurrent client
Precast Producers
Construction Companies / Contractors
Invitation to tender
Online
Auction
Direct commercial activities
Design studios / Technicians
Construction Companies
Private tenders for works
Direct contact
Importance of the presence in all the districts/regions

48. Getting enquires
REQUEST CHANNELS

49. Getting enquires
REQUEST CHANNELS 1 2
Main office 3 6 4 5

50. Getting enquires
REQUEST CHANNELS
2017

51. Getting enquires REQUEST CHANNELS Warm relationship
2017
Warm relationship
Tipical of the Latin Countries

52. Getting enquires REQUEST CHANNELS
All requests are taken into consideration
Data collection
Company
Area of the construction site
Type of work
Build a database of clients
Know the jobs on the market
Understand the market trend

53. 3. Offer

54. Offer CONTENTS OF THE OFFER
Technical characteristics of the hollowcore
Reference norms for calculation
D.M
DTU 23.2.P3
UNI EN 1168:2005+ A3:2011
Structural Calculation
Bending
Shear
Tensile strenght
Fire resistance characteristics
Bending
Shear
Quality of row materials and production standards
Quality of cement
Tollerances
Cut slab dimension

55. Offer CONTENTS OF THE OFFER Production quality check CE mark
UNI EN 1168:2005+ A3:2011
EN ISO 9001:2015

56. Offer
CONTENTS OF THE OFFER
Technical Spiroll Brochure

57. Offer CONTENTS OF THE OFFER Subject of the provision
Quantity included in the offer
Request for quantity check
Discussion with the Client
Brief description of the typology of hollowcore slabs
Loads and technical specifications for calculation
Price – sqm rate

58. Offer CONTENTS OF THE OFFER Offer limits Included services
Executive calculation and shop drawings design
Calculation report
Norm-compliance certifications
Production services
Transport specifications
Client’s obligations
Formal approval of the executive design
Logistics on site construction
Additional bars for concrete reinforcement
Integrative concrete casting

59. Offer CONTENTS OF THE OFFER Technical drawings
The drawings are attached to the offer for:
Small projects
The drawing is used as a contractual document
Big projects
Check of the quantity
Milestone for both Client and Producer

60. Offer
CONTENTS OF THE OFFER

61. Offer
CONTENTS OF THE OFFER

62. At an initial stage are not defined
Offer
CONTENTS OF THE OFFER
Conditions of the offer & provision
Payment conditions
Supply for measured works
Validity of the offer
At an initial stage are not defined
Delivery conditions
Delivery schedule
Typical of latin countries
Trust relationship

63. Offer DELIVERY CHANNEL The quote request is sent: Email First price
New client
Small jobs
Recurrent client
First step of a big project
First price
Hand delivery
Last step of a big project
Final step and acceptance of the offer
Negotiation
FINAL PRICE

64. 4. Quote chasing

65. Quote chasing PRICE The variables considered:
Technical evaluation of the project
Slab geometry
Cut of slab
Holes
Supporting steel beams

66. Quote chasing PRICE The variables considered:
Technical evaluation of the project
Slab geometry
Cut of slab
Holes
Supporting steel beams
Supply of plugs
Hooks and lifting details

67. Quote chasing
PRICE

68. Quote chasing
PRICE

69. Quote chasing PRICE The variables considered: Impact on the price
Technical evaluation of the project
Slab geometry
Cut of slab
Holes
Supporting steel beams
Supply of plugs
Hooks and lifting details
Impact on the price
Quantities

70. Impact on the management on site
Quote chasing
PRICE
The variables considered:
Technical evaluation of the project
Slab geometry
Cut of slab
Holes
Supporting steel beams
Supply of plugs
Hooks and lifting details
Impact on the price
Quantities
Access to the site construction
Impact on the management on site
Timing for supply
Fast supply capability

71. Quote chasing PRICE The variables considered: Technical approach
Technical evaluation of the project
Slab geometry
Cut of slab
Holes
Supporting steel beams
Supply of plugs
Hooks and lifting details
Technical approach
Quantities
Access to the site construction
Timing for supply
Fast supply capability

72. Importance of the relationship
Quote chasing
PRICE
The variables considered:
Trend of raw materials
Cement
Steel
Financial reliability of the client
Importance of the relationship

73. Quote chasing PRICE The variables considered: Financial approach
Trend of raw materials
Cement
Steel
Financial approach
Financial reliability of the client

74. 5. Negotiation & customer loyalty

75. Negotiation & customer loyalty LATIN NEGOTIATION
Strong territorial specificities
Regional and sub-regional differences
No standard negotiation approaches
Feature of the Latin countries

76. Negotiation & customer loyalty LATIN NEGOTIATION
The main variable for negotiation is the price
Lowest price of a competitor
Very difficult to highlight:
The quality of your product
The technical support included in the offer
The reliability of the producer

77. Negotiation & customer loyalty LATIN NEGOTIATION
For big projects the quality of the product is recognized
Get to the last stage of negotiation
The negotiation is ruled by the max discount you can reach
Low possibility to impose own price

78. Negotiation & customer loyalty CUSTOMER LOYALTY
Customer loyalty is decreasing
The market no longer guarantees certain sales volumes
Clients have not the opportunity to buy continuously
Recurrent clients have a different relationship
Importance of the relationship

79. 6. Conclusions

80. Conclusions FINAL CONSIDERATIONS High commercial & relational effort
Even if is a single-product market
Even if is a very technical product
High commercial & relational effort
The price is the main variable for the negotiation
Very difficult to play as a leader in the market

81. Conclusions AREAS OF IMPROVEMENT Make the own process more efficient
Improve the quality of management
Reduce the production costs
Implementation of the web service
Make the own process more efficient
Retain customer loyalty
IMPORTANCE TO BE A MEMBER OF THE IPHA

82. IPHA Sales and Marketing Seminar Barcelona 2018
Thank you for your attention
Leandro R. Amador
Generale Prefabbricati Spa