CASE believes in showing instead of telling in Africa

Case Construction Equipment

The Eagle Days is a proven format that is a real energy boost and motivational tool for the CASE salesmen.

High profile customers from Uganda, Mozambique, Zimbabwe, Zambia and Namibia recently attended CASE’s Eagle Days in Johannesburg, South Africa.

The event provided two days of training to Case dealers sales teams and then one customer day to increase brand awareness.

“The CASE commercial training team provided both in-depth product walk-arounds in the demonstration area and classroom sessions under a marquee,” says Franco Invernizzi, senior business director CNH Industrial Construction Equipment for Africa and Middle East.

“The Eagle Days is a proven format that is a real energy boost and motivational tool for the CASE salesmen. The two days of training on CASE machines precede the great show on the third day which enhances the relationship between salesmen and customers,” says Invernizzi. He says that it was the prefect platform to showcase heavy line and compact line CASE products and attracted new interest in the range.

“There is such a big difference between reading numbers related to performance, productivity, maximum digging depth, on a nice brochure and for them to see what a CASE machine can do live in a real working environment. For example, dealers and customers that attended the event experienced the reliability, outstanding performances, best-in-class visibility and comfort of a CASE machine cab.  We prefer to show rather than tell. The outstanding response and appreciation received by the customers and dealers proved the success of the day,” he says.

Invernizzi tells Equipment Africa while market conditions are tough in Africa, there are also some product lines that have grown compared to last year, creating good opportunities for the CASE network.

“Our dealers and customers are still very interested in the machines, and we are working hard to be ready for when the market recovers,” he says.

He remains confident, despite the impact of the slump in commodity prices on the continent.

“Large projects are still under way in the entire sub-Saharan African region and each  project completed will bring new opportunities. Each road built, railway inaugurated and dam created bring new towns the needs of new houses and infrastructure.

There is still so much to do in Africa that despite the actual though market condition it is obvious that is a cycle and the growth will come again.”

While 2016 will probably not be a year of growth for the company in South Africa, he is optimistic for the second half of the year.

“In these tough market conditions, CASE machines offer a competitive edge thanks to their productivity, low cost of ownership, reliability and quality guarantee. These provide a quick return of investment that is what customers need, especially in tough market conditions.”

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