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ALFASTREET If you don’t have the product you might be the


best sales person but you won’t get very far. Six years ago, we only had one sales guy apart from me – and I was only doing sales part time back then. When I took over we conducted the interviews for new sales people, hired a new team, and we still have those people here today. I can take credit for that, perhaps – I chose and trained them and they are now very capable sales people for Alfastreet. That is also some part of the company’s success now, the sales department which matured and grew. We changed numerous personnel before, then we


hired four new staff – one decided to move on and the other three are still with me. I also have to mention that around the same time,


we got our CEO who has also helped a lot with the structure of the company. She has put a good team together, and it’s a real team effort from the company. That’s why we have grown 20% year on year; if you compare six years ago to today, we have doubled in size in revenue terms.


CI: Has the company’s territorial focus changed under you? Has the brand visibility changed in your time as sales director? AR: We were limited to Europe and Asia before we


restructured, so Latin America, the Caribbean, North America were served only by request, if someone wanted something. There was no proper sales network. We were doing very well considering the amount of effort we put in at that time, so after that we signed contracts with several distributors and covered Latin America completely; we also entered the Caribbean, the US, and Africa. It’s been a lot of expansion for us but we now cover the market properly. We can now say we are everywhere except Australia. Before this you could say that our brand was


relying on our good reputation. Many sales were based on a customer coming to us, not us going and finding them and that’s a fundamental thing we changed. As for our image, it has been good throughout


the years. This is partly because we just do not get into disputes with people. We do what we say we will do, we follow our contracts if we have them. We never go to court, we don’t get sued, we don’t sue; it sounds perhaps unrealistic but that’s the way we do business. Some competitors have tens of court cases pending, either suing or being sued. We have zero. The products are working well, we are not cheating, not stealing, we follow our words, fix our mistakes, admit our mistakes; no product is perfect but if something is wrong we fix it. We take responsibility if the product is not working properly. But overall they are stable products that are out there making money. Nobody has anything bad to say about Alfastreet except people who want to try to make something up. We don’t speak ill of our competitors either; we focus on what is good in our products.


CI: Is there room for further growth? If so, how and where? AR: We’re not looking to grow in terms of


personnel. We are at 130 people and that’s the top of our ideal capacity. We could do more but we don’t want to. There are still some markets that we really need to conquer, but that does not mean we are not there, it means we are not number one yet. That refers to just a few markets, a few countries in the world. Everywhere else we are number one, and that is the truth. There are five countries where we are present but we are not yet number one: the US, UK, Netherlands, Spain and Macau. Our goal is to change that; but in the rest of the world, Alfastreet is dominating in terms of numbers. Even in the UK we have 800 stations, but we are not yet number one; we are in every casino in the Netherlands, but not in the street market which is the bigger one – we are trying though. In Spain we are selling a lot, and the number one spot won’t be far away. We have an exceptional distributor over there in Unidesa. Our product is very solid; some of ours have been running for 15 years and we still support them, we don’t tell those customers that anything has been phased out and they must by a new one, like some companies do. After five years some companies say no, this has been discontinued, no technical support, no parts, sorry, buy a new one. We don’t do that, we support the products. As I said, we maintain the relationship. We are looking for the customer to be satisfied even after ten years. We are not looking to force them into buying a new machine, and that creates a good kind of reputation.


CI: When people think of Alfastreet they usually think Roulette; are different products leading the line for you in different territories?


SEPTEMBER 2017 95


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