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ManageMent
www.us-tech.com
Technology Sells the First Machine, Service Sells the Rest
By Ernie Grice, Vice President of Sales, Kurtz Ersa, Inc.
the electronics manufacturing industry under the Ersa trade- mark. Its portfolio includes sten- cil printers, soldering machinery and tools, as well as rework and inspection systems. Kurtz Ersa is one of the world’s largest man- ufacturers in this field, and is a partner to global players in the electronics industry. The company’s North Amer-
K
ican headquarters, Kurtz Ersa North America, is growing and has been expanding its presence and product portfolio. Recent successes are driving new inno- vations at the company at a crit- ical time — emerging from a global shutdown. Despite the global pandemic
and the company’s focus on em- ployee and customer safety, 2021 has been an excellent year. Glob- al sales numbers are well above plan and sales in North America are literally off the charts. Kurtz Ersa is challenged in the same ways as other machine manufac- turers, with parts shortages and
urtz Ersa develops and produces high-quality ma- chines and appliances for
logistics causing increased lead times, but the company is forging ahead with its procurement and logistics teams.
Growth and New Markets Recently, Kurtz Ersa en-
tered the additive manufactur- ing space with the debut of a new 3D printing machine. The com- pany has several divisions serv- ing different industries and Rainer Kurtz is always looking for new technology and trends to add to the corporate portfolio. Currently, 3D metal printing is certainly an exciting emerging technology. Strength in the market is
gained through innovation and sales and is maintained through quality and customer satisfac- tion. The latter are the corner- stone of Kurtz Ersa. It starts with the people and
the corporate environment. The goal is always customer satisfac- tion. Kurtz Ersa empowers its people to find ways to continu- ously improve to the highest lev- el of performance. At 1,300 people worldwide,
Kurtz Ersa is a medium-size, sixth-generation, family-owned company. Its top executives are present, engaged and available to employees. The corporate goals are clear and concise, and every- one is working towards the same goals. Kurtz Ersa has always built on its people’s strengths. If the company believes that some- one can do more and help take the company to the next level, they are encouraged to do so.
Changes Post-Pandemic Pre-COVID, the company’s
North Americas sales depart- ment was traveling to different territories and customers week- ly. When this happened, the com- pany went 100-percent online for meetings (i.e. Teams, Skype, Zoom). The company held online meetings and presentations be- fore the pandemic, but the crisis kicked it into high gear. Before COVID, the compa-
ny’s demo centers were filled with customers visiting to run demos on its equipment every week. Investing and changing the format to online live demos
was a solution that worked well during the pandemic. Another point of connection
for the company is its magazine. Rainer Kurtz began the publica- tion many years ago, which is de- signed to let both its employees and customers know what’s hap- pening across the corporation. It shows the spirit of the company’s culture and keeps everyone up to date on the happenings of all various divisions.
Opportunities in Mexico Mexico is an important mar-
ket for the North American divi- sion. Sales in Mexico are a signif- icant portion of the total North American sales. The company expects the country to provide greater opportunities and contin- ue to be a vital part of the North American division. There is an influx of compa-
nies from Asia starting up in Mexico that will keep the region growing for many years to come. Ersa also has the largest and best service group of any solder- ing company in Mexico and a di- rect sales force that will keep it in the forefront of this growth po- tential, while continuously ex- panding its market share. Ersa values and empowers
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its people to thrive. It develops equipment, manufacturing pro - ces ses and techniques to achieve the highest level of quality and repeatability. It strives to be best in class in each segment of its market (printers, reflow ovens, wave solder machines, selective soldering machines, SMT rework and inspection equipment, hand soldering tools, and soldering ro- bots).
At the end of the day, Kurtz
Ersa is a service company as much as a machine manufactur- er. Albrecht Beck, president and COO of the North America divi- sion, has put forth a strong focus on building up the company’s service network, because at the end of the day, Kurtz Ersa is a service company as much as a
machine manufacturer. Contact: Kurtz Ersa, Inc.,
1779 Pilgrim Road, Plymouth, WI 53073 % 920-893-1779 E-mail:
ernie.grice@
kurtzersa.com Web:
www.ersa.com r
October, 2021
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