This is the stage upon which contact between the key players - the customer and the machines - is established, as explained by Marco Toti, responsible for the Biesse showrooms in Pesaro.
What does your work and that of the team in the showroom consist of?
«"I am in charge of coordinating activities: I distribute the various tasks between the guys in the showroom, and manage requests from our salespeople and dealers with regard to visits from customers and the types of demo to be provided. We worked out that nearly 50% of customers who visit the Tech Center and take part in a demo go on to make a purchase. This figure is extremely high, and just serves to demonstrate the degree to which everyone at Biesse, from the sales director Federico Broccoli right down the hierarchy, believes in the power of the showroom - the ultimate location for customers to see and touch the product, where expertly trained technicians who can listen to their needs accompany them throughout their journey».
There is a team of nine people working on this mission daily, and first and foremost, they offer comprehensive knowledge of all of the technologies available.
«Exactly. All of our brands have a reference person, and the work centres in particular have 3 dedicated members of staff, due to the fact that demos of these technologies tend to be the most frequent, and are the most complex. Every member of the team is required to keep the machines in perfect condition, both in terms of technical functions and aesthetics, ensuring that they are always ready to deliver a demo. Personally, I also deal with orders, and with managing the materials: here at the facility, we manage some of the most common materials, but on specific request, there is a dedicated area for customers who want to purchase tools too. We also support our branches at trade fairs or internal events».
Contact between the customer and Biesse: the Tech Center is where this physically takes place, in a different way every time.
«When customers enter the showroom, they usually already have an offer in hand, and sometimes more than one - they may not yet be sure of the type of machine that best suits their needs, and as such, are visiting the showroom to remove any remaining doubts. The decision is not based solely on performance, but also on variables that may seem "secondary" at first sight, such as the amount of space the machine will take up when installed in the facility for which it is destined. At Biesse, customers are presented with a different experience - they allow themselves to be surrounded by technology, the thing that distinguishes Biesse throughout the world».
Standard and custom demos: what are the differences between the two, and who are they aimed at?
«Customers who are already loyal to the Biesse brand usually watch a standard demo, during which the features of the machine are illustrated, emphasising its strengths. Standard demos are the most common, due to the fact that waiting times for these are zero, and they are quick to set up. Custom demos, conversely, are tailored to the specific needs of the customer, and can be adapted in accordance with the designs to be produced and sometimes the materials requested: all of these factors have an impact on implementation times. We often ship the machined sample directly to the customer's facility, without the latter having to physically come to Pesaro. Demonstration videos, which are often provided with the piece that has been machined, are designed to allay any doubts regarding the purchase the customer has chosen to make».
Whether they are buying their first machine or finalising their hundredth purchase, customers expect to be guided professionally in their research.
«This is why I like to refer to our Tech Center as a great laboratory of experience. 80% of the guys who work in the showroom have previous experience of working in the field, and they put this field service to good use, in an environment where contact with the customer is everything. These customers come to you, asking you questions, and often sketch a line or two on a blank sheet of paper before turning to you and saying: "I want to perform this machining operation, can the machine do it?" The showroom technician must know how to read the needs of the customer, and anticipate any doubts».