Business-to-Business Marketing in the Railway Sector
Panrail has been retained over the last two years by a number of leading international railway vehicle and infrastructure component suppliers. We refer to these companies as 'Principals'. Panrail acts for the Principals as a sales and marketing department on a mutually exclusive basis in the defined markets. We are success driven, realising our full remuneration only against secured business. Our pragmatic, hands-on, professional approach, focussed on winning contracts for our principals, has already brought considerable success. The business secured for our Principals presently exceeds $20 million annually, with Austria accounting for the bulk of sales. However, rapid growth in our other three key geographical markets is also a major feature of our continuing business development success
Panrail offers the following range of services:
Market research based evaluation of market potential and competition.
During the preliminary stage we closely examine the market potential for a given product range. Should the results prove positive we agree a joint sales and marketing programme with our Principals.
Securing orders.
Panrail plays a full co-operative role in the process of securing invitations to tender, preparation of tenders and closing sales. This includes:
- Evaluation of invitations to tender.
- Review of tenders and proposals prior to submission.
- Analysis of technical and commercial documentation.
- Assistance in establishing an adequate pricing strategy.
- Assistance in proposal presentation.
- Technical and commercial negotiation.
- Post order support in securing payments and providing after sales service.
Project Management.
A primary factor in our mutual success with our Principals, is Panrail's assistance in the project management functions with due regard to the final customer's requirements. This can be conducted locally if required.
Professional Lobbying.
Panrail recognises the need for professional lobbying on behalf of Principals and the need for local content and/or joint ventures. Support and assistance is therefore provided in the following key areas:
- When Principal's products involve a high level of technical and commercial complexity, lobbying is essential to support the sales and marketing exercise. We have considerable experience in conducting professional lobbying programmes in the Central European railway market.
- Respecting the need for local content or the formation of adequate consortium often leads to the success of our Principals. Panrail is well experienced in the organisation of such synergy between several suppliers, in harmonising technical and commercial capabilities to meet the interests of the final customer.
- Some projects involve a transfer of technology. In these cases, the formation of project or market oriented joint ventures is necessary. Due to Panrail's growing network of local relationships we are ideally placed to act as the 'changing agent', whilst fully supporting the Principal's objectives and assisting them to win the project through the right marketing approach.
Customer Care Programmes.
The ultimate key customers in the railway industry demand a permanent, ongoing 'Customer Care' programme. Such a programme is responsive to changing market needs. By remaining close to key customers and monitoring their requirements, technical improvements and/or adaptation of the delivery and after sales service can be continuously made.
Once Principals have satisfactorily established their initial business in our markets, Panrail is normally retained to execute the Customer Care Programme to ensure continued customer satisfaction.