Liang Wengen Proposes"Five High Attentions" during SANY International Marketing Conference for the First Half of 2008

During the SANY International Marketing Conference for the First Half of 2008, Liang Wengen, the Board Chairman of Sany Heavy Industry Co., Ltd. (hereinafter referred to as SANY), expressed his deep appreciation to the international sales staff members of SANY, who were off their families throughout the year while working abroad. International sales staffs are very honorable because they were the first to go to the international market in the era of economic globalization, Liang said. After that, Liang put forward some requirements, which could be concluded as "Five High Attentions" as hereunder introduced, for 13 general managers, who were from 13 international marketing companies of SANY.

High Attention to Customers' Needs

Liang required the general managers to pay high attention to customers' needs. According to Liang, what the general mangers of international marketing companies should do is not only to find good dealers, but also to understand the customers' needs via dealers, so as to increase the adaptability of SANY products, which is more important than the former. 

Customers' needs are the starting point of marketing. A thorough acquisition to customers' needs may help us make a better understanding of the market and is very important for company leaders to make operating decisions. Liang required the general managers to conduct training for marketing representatives and to make a normative, complete and scientific feedback process on customers' needs.

High Attention to Service and Supporting Facilities

"The one will win at last who provides good service and supporting facilities", said Liang. He pointed out that SANY products dealers must be provided with powerful service system and that the general managers must strengthen inspection and supervision of dealers' service.

Liang expressed that the improvement of international service level mainly depends on three aspects: (i) service ability of dealers; (ii) ability of the permanent service teams and service engineers dispatched to foreign countries; and (iii) construction of the quick-reaction service team.

High Attention to Selecting and Supporting Dealers

Selection conditions must be set for selecting qualified dealers and those dealers who failed to satisfy the requirements must be replaced, said Liang. He also pointed out that the product range assigned to one dealer should not be too wide and that the dealers' product specialization degree must be improved.

"Once a dealer is selected, we must give him full help and support", said Liang, "If we want to success in marketing, we must help dealer success. We must make various strategies to help, support and cultivate dealers."

High Attention to Cultivation of Local Talents

Liang said that local talents were important to business negation and they were the key part of a successful international team. The international regional general managers were Chinese, who represented SANY, but the country-level regional managers should be local residents. Liang required the general managers of international marketing companies of SANY to keep strong confidence in leading international teams to success.

High Attention to Credibility

While developing international business, SANY marketing representatives must be credible and build up a good image of Chinese. Chinese people must keep credibility for promoting development of China, said Liang. SANY international marketing staffs represent the image of Chinese people and the image of SANY, so they must work honestly and credibly with dealers and be polite and self-disciplined while communicating with customers, continued Liang. 

Liang hoped to build up an honesty and credible image of Chinese people in the world by joint efforts of all members.

Internationalization is critical to SANY. Success or failure of internationalization strategy is directly related to the fate of SANY. Liang hoped that the general managers of international marketing companies of SANY set up lofty ideals and work hard to promote development of China and the growth of SANY, as well as to realize the value of life.