How do you sell RUWAC vacuums in Thailand?"It's wrong", says Jens Huhn, Ruwac's man in Asia, who is based in Bangkok/Thailand, "It's wrong to assume all Asian countries are the same. In Europe there aren't many similarities for example between Finland and Spain." Every country in Asia has its own culture, tradition – and its own way of doing business. In specific terms, Jens Huhn and RUWAC are not so much fighting off the competition, but rather combating ignorance. This man knows what he's about. Jens Huhn, 49 years of age, put down roots in Thailand 20 years ago. He has run his own company "Project Partners" for eleven years, which involves travelling to the countries between Singapore and China and between Vietnam and Malaysia. Ruwac's roving Asia specialist hasn't just had his sights generally set on the machinery and systems business in Asia for over 20 years (and gathered experience with virtually every kind of company on this continent) – the luggage he takes with him also includes a vision: "In 3 to 5 years at the latest I'll be working exclusively for our 50/50 joint venture with RUWAC." That's what he's dreaming of, that's his goal: to concentrate on a firm with partners enjoying equal rights, to whom he can devote all his experience. The basis has already been laid, and the joint venture was set up three years ago. Jens Huhn has gradually given up representing other firms, with the exception of one. The production of vacuums on site is already in the test phase, which is scheduled for completion in July 2012. But first and foremost there is a plot on the "Amata" high-tech industrial estate in Chonburi/Thailand that will become the future HQ of RUWAC Asia. Manufacture is due to start up soon. With who in mind? For example, the over 600 potential RUWAC customers who can be found in the direct vicinity alone. So it looks as it the venture is getting off to a flying start here. This business graduate, who was born in Kiel/Germany, does not hesitate to describe his job in Southeast Asia as a pioneering role: Jens Huhn, who visits industrial halls more or less on a daily basis, sees how often dust that is either harmful to health or even liable to explode is removed with brooms, compressed-air pistols or basic-model vacuums from DIY stores. He meets an engineer with a Bachelor's in chemistry who is responsible for safety. But he doesn't know anything about dust explosions and carcinogenic substances or is wrongly informed. Jens Huhn never stops pointing out that the vacuums also have to be serviced when in use – with his wealth of experience in the market Huhn therefore foresees major potential for RUWAC in Asia: "We have always set great store by customer advice, and this is also a priority here – anyone who's simply after what's cheapest will anyway go elsewhere." "Showing companies the right path and explaining to them the chemical reactions that take place and the possibly fatal consequences that may result if they get it "wrong" – this is often half the battle when it comes to selling RUWAC vacuums and appliances." And so it doesn't come as a surprise when Jens Huhn says RUWAC could grow faster in Asia. "We're growing fast, but it could be even faster!". For this he needs to find more good sales staff and train them up properly. RUWAC is already looking. The team of 16 employees currently reporting to Jens Huhn is to be stepped up gradually. And 'development assistance' in terms of safety is set to continue at its current high level. "In Asia heath & safety tends to be pretty basic. The knowledge of local staff about the technical details is limited, with the exception of some – but not all – large international companies". To be specific: Jens Huhn and RUWAC are not so much fighting off the competition, but rather combating ignorance. "Showing companies the right path and explaining to them the chemical reactions that take place and the possibly fatal consequences that may result if they get it "wrong" – this is often half the battle when it comes to selling RUWAC vacuums and appliances."
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