DIRECTOR OF MARKETING AT GEHRING L.P.
Problem: Solution. This simple, yet hard to achieve formula was the motivating factor for a leading OEM to attend IMTS. Armed with a clear understanding of the problem, the OEM searched IMTS not for products, but for problem-solving solutions. The customer’s problem was an inability to achieve adequate tool life and abrasive performance in a new piece of a competitor’s honing equipment. The search for a solution lead them to Gehring – a company designing solutions, even involving competitors equipment, not just a company selling a product.
This solution-based approach is the operating philosophy at the Farmington Hills, Michigan manufacturing and R&D facility. The concept of “One Gehring” is built on four critical parts: resource efficiency, global performance, best practice orientation, and commitment and experience.
However, these four parts are not embodied by a simple organization chart; rather, it is the people of Gehring who bring these values to life. Their focus on relationship building is the true strength of the Gehring organization. At IMTS, Gehring is able to foster these relationships and touch an enormous number of customers and potential customers.
“Participating in IMTS is a no brainer for us,” Rita said. “It’s the largest manufacturing show in the western hemisphere.” For nearly 20 years, Gehring has invested their time and resources into making the IMTS experience a successful one.
IMTS 2014 was of note for Gehring, since it was the most successful show to date. “We experienced a phenomenal response to our booth and to the key machines and advanced honing technologies we featured at IMTS,” Rita explained.
Beyond the tangible energy generated by the large quantity of customers at IMTS, Rita identified the quality of those visitors as superior. “Visitors were coming to IMTS with parts or part drawings in hand to discuss how Gehring could solve a particular problem for them,” Rita said.
Customers came into IMTS looking for solutions, and Gehring was prepared to offer just that. “Being seen as a solutions provider is very important to us,” Rita said.
The preparedness of visitors has been obvious during the past several shows, as it has matured over time. Rita clarified, “Exhibitors and visitors see what an investment of time and money attending IMTS is and approach the experience with a heightened sense of commitment to find solutions and utilize the opportunity to solve very particular problems.”
Rita and the sales director begin planning 18 months prior to the show. “We approach IMTS strategically and globally to identify goals and objectives.” Year after year, Gehring returns to IMTS to present solutions, introduce new products, identify high quality prospects, and create relationships.
While they do not expect to complete dozens of sales on the show floor, Gehring’s objectives are long-term. “We are not going to sell honing machines such as ours overnight,” Rita noted. “Our customers see the purchase in Gehring honing equipment as an investment in their own business.”
For Gehring, IMTS is an enduring investment. Rita specified, “It is an opportunity for us to establish or re-establish our position as an industry leader in advanced honing technology.” And that is exactly why you should expect to see Gehring at IMTS for years to come.
Read More Stories Explore the Show Floor