Terex AWP starts cross-selling compact equipment
By Murray Pollok02 March 2010
Terex Corp divisions Terex Construction and Terex AWP have started a cross-selling initiative that will see both divisions sell a wider range of products through their respective sales channels.
Terex Construction will now be selling selected AWP products to its customers - including trailer mounted aerial platforms, lighting towers, telehandlers and some material lifts - while Terex AWP will be able to offer rental customers compact construction products such as skid steer loaders.
The aim is for Terex Construction to exploit Terex AWP's close links with rental companies gained through its Genie line of aerial platforms.
Tim Ford, president of Terex AWP, told IRN that the initial focus of the programme would be in North America, with the intention of expanding it worldwide. "We want to get it right here [in North America]", said Mr Ford.
Terex has been talking about such cross selling for several years, bur Mr Ford said the programme now had "buy-in" from all staff at all levels; "We really didn't have the integration [before]. We've integrated the back office so that for customers it will be a much [simpler] transaction.
"There is nobody else that can offer the broad range of equipment that we can - aerial platforms and compact equipment."
The cross-selling initiative is being led by Genie veteran James Barr, vice president global channel development at Terex AWP.
Meanwhile, Mr Ford said Terex AWP continued to invest in its aftermarket services. One example of that is a Genie parts operation to be opened in the new Terex Distribution Center East in Southaven, Mississippi, by Autumn this year.
This facility will supply eastern and southern US with more than 4000 of the most frequently ordered Genie parts. In the past, parts have been delivered from North Bend, Washington on the west coast.
The company also said it now had 16 service centres in the US and 200 Terex AWP field and service technicians able to service aerials, cranes, telehandlers, utility equipment and other equipment.
"The Genie 360° maintenance and repair service will serve as a complement to our customers' offerings," said Mr Ford. "The Terex Service Centers offer extra capacity when our customers' service centers are full. We will simply provide that flexible capacity to undertake major repair jobs in support of our customers' efforts."
Mr Ford told IRN that the new outsourced parts operation in the Netherlands, servicing Europe, was now "pretty much on target" after some initial hiccoughs.
Equipment refurbishment activities are so far focused on the North American market. "In Europe it hasn't really materialised", said Mr Ford, "We have not had as much success as we would have hoped. In the US, customers seem to be more willing to look at a variety of options for ownership. Fewer in Europe are willing to look at fleet management in a different way."
Mr Ford confirmed that construction work on the company's new Chinese production facility close to Shanghai restarted last November and it will be opened by the end of this year. It will initially produce booms for the local market, including shipbuilding units.