Selling the DAHBASHI
Advantage!
In a world dominated by
cutthroat competition in
the heavy equipment
parts industry where the
customer is spoilt for
choice, how do successful companies stay ahead
in the game ?
Or do they have state-ofthe-art software systems
that help in structuring
their work processes for a
seamless and smooth
operation ?
inventory and set up
shop. Inventory is always
a feast or famine situation
with them; the gap between two container arrivals is filled by local purchase. Typically, they
Does certification to inter- start with a small client
national standards e.g.
base they have known
Are they successful beISO 9001 / ISO 14001
from their previous jobs.
cause they have the most help towards making it a Since they have literally
convenient and easily
successful business ?
no overheads, they work
accessible location(s) ?
at almost non-existent or
Or does the combination very bare margins. PriceOr is it by having exactly of parts and service / re- conscious customers and
the right inventory and
pairs offer them an
purchasers (with certain
providing the highest “fill edge ?
dubious habits) are their
rate” ?
main target. Adding any
Or perhaps it is their
value to the product or
Does the success stem
strong warranty policy ?
the service is out of the
largely from the fact that
question; possibly their
they follow a “in-yourA majority of the new
only “addition” is a nuiface” (meant in the nicest start-ups are the result of sance value to the estabof ways, of course !) poli- a couple of employees
lished players as they
cy by investing in a large from existing companies can sell the parts at exsales force that is consuddenly getting the feel- tremely low prices.
stantly knocking on the
ing that they know
door of the customer, day enough to branch out on At the other end of the
in and day out ?
their own. They find a
spectrum are the estabsponsor, invest in a little lished companies who
have been in the business for a long time, are
normally part of a group
or family with no dearth of
funds and a host of suppliers from all over the
world lining up at their
door, stepping on each
others’ toes trying to sell
product to them. Since
funds are available in
abundance, providing
unlimited credit to customers {in a market famous for inventing the
maximum number of
“reasons” (“excuses”
would probably be more
accurate), for not paying
their bills on time} is a
non-starter and is an
easy way to crunch up
their sales figures. More
often than not however,
their inventories, albeit
huge, rarely consist of the
right mix to provide a satisfactory fill rate.
...….continued 2
BAHRAIN GETS INTO THE TRAINING ACT !
It was a couple of months ago when our JV in BAHRAIN was approached by BMMI for a basic training
course in Battery and Charger Care and Maintenance.
...….continued 3
Inside..!
Selling DE
1-2
MHD Training
-Bahrain
1 and 3
A Quiz
3 and 4
DE Happenings
4
………..continued 1
It was somewhere in the
middle of the above two
business models that
DAHBASHI ENGINEERING
entered the market 28 years
ago. We wanted to do things
differently; slowly, steadily
and surely, we embarked on
a journey and successfully
answered the above eight
questions with a resounding
“yes” !
With 7 branches in the
U.A.E., an Associate Dealership in India with several
branches spread strategically across the length and
breadth of the country and 8
outlets (through Joint Ventures) in the other 5 GCC
countries, we have been
successful in becoming easily and conveniently accessible to the customers. Of
course, it does not stop
there as each of the sales
personnel is equipped to
deliver product to the customers’ doorstep and indeed, does so on a regular
basis.
agenda. Even an inventory
of huge proportions is no
good if a critical part for a
particular assembly is on
back-order for a few weeks !
Recognizing the fact that the
“fill rate” is the only criteria
for a meaningful investment
in inventory, the company
has gone about increasing
its inventory machine- and
assembly-wise. Of course,
as we keep adding to the
number of sales outlets on a
regular basis, requisite
quantities have to be increased proportionately to
provide for ex-stock availability at each location.
As mentioned above,
DAHBASHI ENGINEERING
has been a systems-andprocesses company from the
outset. Long before ISO
9001 and ISO 14001 became the buzzwords of the
corporate world in the Middle
East, we had set up rules
and procedures that governed and guided the day-today operations. While it involved a fair deal of effort to
document them as per ISO
requirements, we were still
able to get certified to both
We were fortunate enough
within 6 months of each othto start the operation with
er; we have never actually
several years of Caterpillar
dealer experience under our checked but feel that it
should be a record of sorts !
belts. Over the years, with
Certified by an external and
regular classroom and onthe-job training, that experi- independent body, it is an
endorsement that all our
ence has multiplied significantly. Inventory has never
working processes and envibeen a “numbers” game for ronmental procedures are
us; boasting about our con- fully documented, implestantly increasing number of mented and approved. The
line items has never been an assurance that we have
been on the right track from
day one, has given us a tremendous boost in confidence. An added bonus is
the fact that it has also
helped in giving us the edge
in winning business from
certain specific sectors and
industries.
Aligning ourselves more with
the OEM dealers than the
after-market, DAHBASHI
ENGINEERING has a comprehensive warranty policy
that we feel is fair to both
parties. Not waiting for the
result of the investigation,
we promptly settle the claim
so that the customer’s maBut what really sets us apart chine is back on the job as
from the rest is our capability soon as possible with the
of being able to offer a pack- proviso that in case the inage deal that includes parts vestigation proves beyond
and repair accompanied by any doubt that it is not a
manufacturing defect, we will
a strong and fair warranty
raise an invoice.
policy. As the after-market
has several different qualities of the same part availa- Of course with the introduction of the DE brand and
ble from different manufacpackaging almost a decade
turers, the ability to check
and use them ourselves as- ago, we take full responsibility of the product we supply,
sumes added importance.
Not only does it give us first- with on-the-spot settlement
hand knowledge and experi- of warranty claims the norm.
The buck, as they say, stops
ence of the parts we sell,
thereby giving us the oppor- with us !
tunity of rejecting any part
that does not pass muster, it In our 28 years of existence
also gives the sales person- in the U.A.E. and subsenel the added confidence in quently in the GCC countries, we think we have seen
the products we sell.
it all; rarely have we found
all or even a combination of
Being successful in selling
a few of the above as the
anything after-market, one
business philosophy and
should have the ability to
modus operandi among the
take away a customer’s
(especially if it is a first time companies involved in the
user) apprehension and per- heavy equipment parts busiception of risk. That can only ness. We have always striven to be different and do
be achieved if one has infollow Shiv Khera’s maxim :
nate confidence in one’s
products.
“Winners don’t do differCoupled to that is a fair and ent things; they do things
differently !”
thorough warranty programme that adds to winning
Vinod Arya
the customer’s confidence.
“Creativity requires the courage to let go of certainties.”
Erich Fromm, 1900-1980
“There is but one temple in the universe and that is the body of man.”
Novalis, 1772-1801
“Resolve to edge in a little reading every day, if it is but a single sentence.
If you gain fifteen minutes a day, it will make itself felt at the end of the year.”
Horace Mann, 1796-1859
………..continued 1
During his next visit to Dammam, Ashok (Branch Manager, DIESEL EQUIPMENT COMPANY, Riyadh) drove up to Bahrain to conduct the training session.
The topics covered included charging and discharging, the perils of opportunity charging, the ventilation requirements
during charging, topping up, keeping the top of the battery clean etc.
The session was appreciated by all the attendees.
Suresh Chand
J V Supervisor
DE-HEPS, Bahrain
A little intelligence test for you…..
1.
Some months have 30 days, some months have 31 days. How many months have 28 days ?
2.
If a doctor gives you 3 pills and tells you to take one pill every half hour, how long would it be before all the pills
are taken ?
3.
I went to bed at eight 8 o'clock in the evening and wound up my clock and set the alarm to sound at nine 9
o'clock in the morning. How many hours sleep would I get before being awoken by the alarm ?
4.
Divide 30 by half and add ten. What do you get ?
5.
A farmer had 17 sheep. All but 9 died. How many live sheep were left ?
6.
If you had only one match and entered a COLD and DARK room where there was an oil heater, an oil lamp and
a candle, which would you light first ?
7.
Take 2 apples from 3 apples. What do you have ?
8.
How many animals of each species did Moses take with him in the Ark ?
Answers on page 4…….
Syed Azhar
DXB Stores 01/06
Salim A. Khalil
ALNBRH 15/06
Shaik Khadar Basha
H.R 01/07
Shabbir Hussain A.H.
AWRBRH 20/07
Saber Pasha
ADHBRH 05/06
Hari Raj Basnet
SERVICE 16/06
Tarakeswara Rao Saini
SERVICE 01/07
Jayashankar Rajashekara P.
DXB Sales 21/07
Mohosin Miah
SERVICE 06/06
Tarique Hasan
SERVICE 16/06
Jahir Hussain A.W.
SERVICE 03/07
Amjad Khan
SERVICE 21/07
Fareed Shaik
SERVICE 07/06
Yogesh Ghimire
DXB Stores 19/06
Shaikh Yassin
H.O. 09/06
Rem Bahadur Sunar
MHD 20/06
Mohammed Yusuf Khan
ADHBRH 07/07
Geetank Arora
ADMIN 22/07
Md. Vasimmudin
MIS 09/06
Karthik Kandasamay
MZDBRH 20/06
Sujan Bishwokarma
H.R. 13/07
Varghese K.J.
ADMIN 25/07
Musthafa Abdul Hafiz
Service 09/06
Uttam Thapa
MHD 23/06
Digambar Singh
DXB Sales 15/07
Arunnath
MZDBRH 27/07
Chandra Sheker Karnati
ALNBRH 10/06
Sowjanya N. Komaraiah
MIS 23/06
Nabin Koirala
DXB Stores 16/07
Menon T.D.
DXB Stores 27/07
S. Anantham S.M.
SERVICE 10/06
Vinod Chandra Shekar
Service 25/06
Lawrance S. Sequeira
ADMIN 12/06
Kasturi Rajan T.V.
SHJBRH 27/06
Mahadev Puri
DXB Stores16/07
Muhammad Farooque K.
ADHBRH 28/07
Thomas Lanson
ADHBRH 14/06
Samir Sunar
DXB Stores 29/06
Sreejith Mookkan K.
SHJBRH 19/07
Lal Bahadur Sunar
DXB Stores 29/07
Ashok Yasarveni
ADHBRH 14/06
Farheen Fatima
ADMIN 30/06
Naresh Rai
DXB Stores 30/06
……...answers !
1. All months have 28 days !
2. 1 hour ! (e.g. 1200-1230-1300 hours)
3. 1 hour. A winding clock does not recognize a.m. or p.m. !
4. 70 ! Dividing by 1/2 is the same as
multiplying by 2 !
5. 9 live sheep !
6. The match !
7. 2 apples !
8. None ! It was Noah’s Ark !
DE-HEPS BAHRAIN
celebrates a good month
with a lunch !