New sales strategy for shorter delivery times

"We shall be marketing this top-class German-made branded product more aggressively and more broadly than up until now − also, of course, via our digital trading platform, the e-SHOP."Mathias Berger, Product Manager Tubes Salzgitter Mannesmann Stahlhandel

Recent sales figures for the MSH sections product area were no longer in line with expectations. Thorsten Bösch, the responsible business area manager: "We felt that this stood in stark contrast to our top-flight products using grades that are second to none. With available lengths of up to 16 m and wall thicknesses of up to 25.4 mm, they are in use worldwide because of their outstanding quality."

Sales and distribution now within the Group

However, the search for new distribution channels was not particularly difficult. In Salzgitter Mannesmann Handel, Mannesmann Line Pipe quickly found a Group-owned partner with a broad international base, which is further strengthening its own position as a full-range supplier by marketing MSH sections. MSH sections are hot-rolled, square or rectangular structural steel hollow sections that are used in steel construction, machine and plant manufacture and for foundation structures in the offshore wind industry and in many other fields.

New warehousing capacity

To be able to supply customers more directly and faster and to replenish stocks at its own warehouses, Salzgitter Mannesmann Stahlhandel has established its own warehouse at the Mannesmann Line Pipe production location in Hamm. "From a logistical point of view," says Bösch, "the Hamm location with its optimal road and rail links is an outstanding national and international hub. This means that we can now work together in satisfying even larger-scale requirements and framework agreements from stocks."

Marketing also goes digital

At the same time, traders aim to spotlight the products more strongly. Mathias Berger, Product Manager Tubes at Salzgitter Mannesmann Stahlhandel: "We shall be marketing this top-class German-made branded product more aggressively and more broadly than up until now − also, of course, via our digital trading platform, the e-SHOP." This also includes, incidentally, the new MHQ product generation. These high-strength and specially heat-treated tubes and profiles can withstand higher loads while achieving significant weight savings.

Exceeded expectations

The new sales partnership kicked off with a workshop in Hamm in January 2019. To ensure smooth cooperation in day-to-day business right from the outset, employees from trading, production, logistics and customer advice came together to meet face-to-face and discuss all technical and logistical processes. In the meantime, over 70 sales staff and product managers from Salzgitter Mannesmann Stahlhandel and Salzgitter Mannesmann International have undergone training in all aspects of MSH section product expertise. The success of the measures taken is already reflected in sales figures: "The tonnage planned for 2019 has already been exceeded by a wide margin. In our view, customers have fully endorsed our new strategy," Bösch concludes.