Spirax-Sarco Engineering: The Power of Direct Sales

Former General Manager at Spirax Sarco Engineering

Why is this interview interesting?

  • How Spirax organize the direct sales team
  • Why Gestra, Spirax and all subsidiaries have separate direct sales teams
  • How Spirax's value proposition compares to large competitors
  • The value add and returns of exploiting unrecognized needs for customers
  • What large customers like Nestlé really care about
  • The potential for Spirax to increase direct sales as a proportion of total sales
  • How the OEM channel operates like a direct sales channel
  • Potential risk and pressure on Spirax's operating margin
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Executive Bio

Maike Nielsen

Former General Manager at Spirax Sarco Engineering

Maike has nearly 30 years experience selling steam machinery for Spirax Sarco. In 1988, Maike joined Hygromatik, a Spirax-owned German humidification sales and manufacturing company, where she spent 21 years scaling the business globally. Maike was then promoted to run 8 sales companies within Spirax before focusign entirely on the OEM business where she was responsible for designing the commercial and pricing strategy and globally. Maike retired from the company in 2019. Read more

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Spirax-Sarco Engineering: The Power of Direct Sales(September 10, 2020)

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