Doubling sales in Germany, welding automation

A Belgian maker of welding automation wanted to grow in Germany. Settled local suppliers and cautious buyers made it hard.

In one year we doubled their German sales, and built a rental market that had not existed before.

Sector: welding automation equipment. Geography: Belgium to Germany. Result: sales doubled in year one, a new rental revenue stream.

If a strong product is stalling in a market that does not switch easily, this is the work.

The starting point

The equipment was strong. Positioners, manipulators, turning rolls, and systems for specialist welding. The target sectors were pipelines, wind turbines, pressure vessels, and mechanical engineering.

These are serious buyers. They do not move on price alone. They do not switch supplier without a reason.

The main competitors were engineering led firms. They sent catalogues and waited. That gap was the opening.

↳ In a technical market where competitors stay remote, showing up in person is a commercial decision.

What we did

Market mapping first. Before any outreach, we found where demand was concentrated and which sectors were growing. Wind turbine manufacturing stood out.

↳ Target a growing sector and you sell into expansion, not a fight for share in a flat market.

Personal visits. Every prospect got a meeting in person. No exceptions. Several customers later said this was the main reason they chose us.

Sales team and coaching. After year one, we added sales staff with German market experience. I ran training on the value proposition and how to position it.

Distribution. We set up local distributor partnerships. That shortened delivery and gave customers a local contact.

↳ Response time matters in production. A local contact removes a barrier catalogue suppliers cannot.

Rental model. We introduced equipment rental for buyers who could not justify a purchase. It opened the market to smaller and project based work.

↳ Rental became steady revenue and a route to later purchase. Several rental clients converted.

The result in year one

The Belgian company went from unknown in Germany to a recognised supplier in twelve months. Sales doubled, and the rental programme created a revenue stream that had not existed.

The broader lesson

In mature markets, the product often matters less than the relationship and the follow through. Here it was both.