New distribution structure: HBM puts customer applications at the center

Measurement technology specialist HBM ("Hottinger Baldwin Messtechnik") is responding to changing market requirements by realigning its sales activities in Germany and Switzerland to focus on customer applications. From July 1, 2017, specialized "application teams" will provide individual advice on measurement projects. In addition to the continuing network of sales engineers, the back office will be centralized and increased at the Darmstadt headquarters, where a completely new production and logistics center is also nearing completion.

In the future, the HBM sales team in Germany and Switzerland, which has more than 40 employees, will consist of five thematically structured focus groups. These are organized according to four application areas (Experimental Stress Analysis and Durability Testing, Industrial Production Metrology, Weighing Technology / OEM Sensor Technology and General Testing and Inspection) as well as an automotive industry focus.

More focus on the application
For each of these areas, HBM offers a range of sensors, measurement amplifiers, software and services. "At almost all of our customers, we are seeing a significant increase in technological complexity coupled with rapidly shortened development cycles," explains Thomas Lippok, Vice President Sales EMEA & South America. "The use of modern measurement technology plays a key role in all these projects, and that is why our customers want advice with considerably more focus on the specific application. Increasingly, this involves working with the customer to understand the requirements for a metrological solution and then developing it. We are facing up to this with the new concept, and are investing in personnel structures and increased training and development of our employees."