GUEST COLUMN | GORBEL
Direct approach to lifting and positioning challenges
By Robert Beightol, director, Marketing, Gorbel
through contact with company representatives and an extensive network of distributors or dealers that offer local expertise for users. The vast majority of overhead lifting opportunities are unique based on the load being lifted, coverage of the crane, number of workers required, and the environment. Gorbel products are used to satisfy
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requirements in hundreds of industries ranging from heavy equipment manufacturing to consumer appliances to transportation. While some companies employ “lifting or
material handling experts”, these positions are non-existent within many organizations. Due to this and the reduction in the pool of skilled workers in general, organizations increasingly rely on manufacturers to guide the analysis of overhead lifting needs and develop options that satisfy all requirements. The initial contact may be through a technical
customer service representative or sales manager from the company, but Gorbel will quickly match a knowledgeable distributor to bring local expertise
44 Fall 2024 |
ochmagazine.com
hen it comes to solving issues related to overhead lifting, Gorbel utilizes an approach involving a direct approach
into the mix. Gorbel utilizes a mix of distributors with unique skillsets in many regions. Cranebuilders that design and manufacturer their own cranes, material handling houses that offer products related to overall movement within the factory, and tooling specialists that concentrate on developing unique solutions at the load being manipulated are some examples of the types of distributors that work hand-in-hand with Gorbel and the user to present options that satisfy all requirements. Distributors act as an extension of Gorbel, and many times are the “face of Gorbel” at the user level. Due to high expectations at all levels, Gorbel utilizes a variety of vehicles to ensure that its select dealer level are knowledgeable in all aspects of problem-solving. The Gorbel sales team regularly works directly with members within the dealer network to discuss applications, trends, unique solutions, and new products or product extensions. Techniques such as “lunch and learns”, targeted presentations, joint calls to end-users, and step-by-step instructions on configuration tools are used regularly with sales, customer service, engineering, and service teams to ensure all team members are current on all
products and services offered.
One of the main ways in which members of the Gorbel distributor network are experts is the University of Gorbel, a two to three-day school offered at various Gorbel facilities. During these comprehensive sessions, attendees receive training from numerous members of the Gorbel sales, customer service, marketing, service, and logistics teams. Topics range from understanding all components of work station cranes, lifting devices, and specialty products like fall arrest or Cleveland Tramrail patented track cranes. Additionally, participants are immersed in the
many items that make Gorbel unique and a leader in the market. While the training has traditionally been in-person to allow attendees to be immersed in the Gorbel culture, the demand for training has accelerated the need for more remote training. Due to this, many of the modules are available online for an initial look at the many topics or as a refresher after attending the in-person sessions. The result of the various touchpoints related to
problem-solving and training sessions is a network of distributors that is unsurpassed in knowledge and matching the needs of the user with the exact overhead lifting solution for the job.
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