Interview with Bernhard Kurth

Mr. Kurth, what is the main idea behind "Rolling Reinhausen"?

Kurth: We want to reach as many customers as possible in a relatively short period of time. We want people to experience our products with their senses - look at them and even touch them.

Why is that so important to you?

Normally, we have brochures and catalogs along with us when we visit customers and use this material to explain how our products function and what they can do. But, with photos alone, we can only go so far in explaining our complex products. And it's usually impossible to bring our products along with us to the customer's. Take our on-load tap-changers, for example. They're just plain too heavy and too big. But with the truck exhibition we can show the on-load tap-changer to customers and demonstrate its functions.

The actual start of the road show was the AISTech Steel Fair in St. Louis. What was the purpose of appearing there?

In previous years we were only represented at the Trade Show with a small stand. This year we wanted to make the Reinhausen name more well-known among companies of the steel industry which did not yet belong to our core of customers. And we accomplished that goal with the truck.

A complete success?

Naturally everyone noticed at the trade show that times are difficult right now. The steel industry is suffering from the economic crisis.

How does the crisis affect your business?

Projects are being postponed both by steel companies and power providers. It is very difficult today for companies to obtain loans. And on the other side, we notice that most companies have become very restrictive about employee travel to business partners.

Is the road show a counter measure then?

Absolutely. We need a close relationship with our customers. It is important to show that we are there. Usually our customers only get to see the sales manager or the technician. This tour gives customer employees who usually cannot travel to trade shows a chance to also get to know colleagues from the Reinhausen team. This gives them a more personal impression of Reinhausen as a company.

How can Reinhausen react to the economic crisis, particularly in the USA?

You have to differentiate between end customers such as, for example, power providers and manufacturers such as the makers of transformers. We must remain very flexible with manufacturers. Since their order books are not full, delivery times will become shorter. This is why we must remain very flexible and be able to deliver our goods on short notice. With the power providers, we also have to keep the additional expenses for service under control. Travel costs for our service personnel, for example. Companies must see that we are very cost conscious.

Does that also apply to the products?

Yes. During these times now, our prices must remain stable.

Even if quality suffers?

No. Quality has always been our main concern. We guarantee our customers best quality. If a problem arises with one of our products, we make it clear that we will take care of it right away and accept responsibility for it. Customers must continue to believe that, with us, they are in good hands.

How do the individual Reinhausen branches benefit from the tour?

Reinhausen has always been known for its on-load tap-changers. But few people in the USA know that we also make many other things. We want to use this trip to introduce our entire range of products. For example, the Messko products such as the MTraB dehydrating breather, the MPreC pressure relief valve or the oil level and temperature indicators as well as our electronics products such as the voltage regulator. We are number one for on-load tap-changers. Now we want to become the market leader for these other products.

Do you think it would be useful to repeat such tours in the future?

It's a little too early to say for sure. We have already received the first inquiries from employees about a tour of the west coast of the USA. I think we also ought to do something similar in Canada since the geographic and economic conditions are almost the same. I think that the success of this trip will give us the impetus for another such event.

(Text: Malte Arnsperger, Photos: Rainer Kwiotek)