Expansion Strategy explained: Bosch Security Systems on a clear path to growth

imagesChanges in go-to-market model and a refocus of resources with a clear vision of enhancing customer satisfaction.

With the recent closure of their Perth and Brisbane sales counter operations, customers may be forgiven for thinking that Bosch Security Systems are consolidating their operations in Australia. However, the facts are vastly different, as Chris Dellenty, General Manager of Bosch Security Systems in Australia, explains.

“We decided last year to change our go-to-market model and focus our resources on three main areas: our major customers, our project business and strategic distribution partners. In the case of distribution partners, the aim was simple; expand our geographical coverage and increase the number of vendors a customer can purchase Bosch Security products from. With a greater network of branches, distribution partners are in a better position to meet the needs of these everyday trade buyers.” With this in mind, Bosch have closed their sales counters in Perth and Brisbane, appointed multiple distributors in their place, and retained Business Development Managers in each city for the purpose of servicing key business segments.

Major customers now benefit from 3rd party warehouse operations in Perth and Brisbane to fill urgent same-day order requirements. Office space has been secured in Subiaco, Perth for the purpose of business meetings and product demonstrations, and in Brisbane, the top floor of the former Bosch office has been retained for the same purpose. Business Development Managers in both regions remain there to assist distribution partners and nurture relationships with major customers, consultants and specifiers.
Bosch’s commitment to its core customers is also demonstrated through the introduction of the Bosch Security Certified Partner (BSCP) Accelerator Program, which commenced at the start of July. “The new BSCP Accelerator Program is an industry-leading loyalty program that provides a number of impressive benefits to our major customers”, says Chris Dellenty. “It is one cornerstone of our new strategy and we are very excited to be offering it now to our direct customers. Our Account Managers are currently busy with the rollout and the response has been extremely positive.”

Bosch customers will also benefit from an increased focus on product-specified project business. With the support of the Business Development Managers and the Integrated Projects Team, key customers, consultants and specifiers can draw on the pool of Bosch technical experience and the latest security and communication technologies, to help win projects and see them through to completion.

Far from consolidating, Bosch are on a clear path to growth and are already experiencing positive effects from these strategies. With a continued focus on key customers and partners, and the ability to service everyday trade customers through high-quality distributor networks, the goal is clearly to be the company of choice for high-quality products, customer service and support in the security industry. “After all, our growth and success ultimately comes from satisfied customers”, says Chris Dellenty.

 

Contact person for press inquiries:
Bosch Security Systems
Katarina Bailey 25 Huntingwood Drive Huntingwood NSW 2148 Australia
Phone: +61 2 8282 6743 Fax: +61 2 9672 1384
E-mail: katarina.bailey@au.bosch.com
www.boschsecurity.com.au
The Bosch division Security Systems is a leading global supplier of security, safety, and communications products, solutions and services. Roughly 12,000 associates generated sales of 1.5 billion euros in fiscal 2013. Protecting lives, buildings and assets is our aim. The product portfolio includes video surveillance, intrusion detection, fire detection and voice evacuation systems as well as access control and management systems. Professional audio and conference systems for communication of voice, sound and music complete the range. Bosch Security Systems develops and manufactures in its own plants across the world.
Additional information can be accessed at www.boschsecurity.com

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