Biesse Group UK, a leader in machining technology for wood, glass, stone, metal, plastic and advanced materials, has announced a commercial restructure that will significantly enhance the customer experience and support the company’s ambitious growth plans. 

The remodelled commercial business will comprise two distinct teams that have been structured around customer requirements: one will focus on stand-alone machines and the other on key accounts and larger, more complex projects involving conveying, integrated lines, full factory layouts and automation. 

This binary structure makes provision for the contrasting sales, project management and servicing approaches that are required for these two customer groups. It will ensure all customers benefit from a streamlined service delivered by a responsive, accessible team that is solely focused on their needs and commands specialist knowledge of their sectors.

“A number of factors fed into the decision to restructure the business,” explains Biesse Group UK CEO, Steve Bulmer. “More and more of our customers are looking to automate and they are looking for a very different relationship versus those customers who come to us for individual machine purchases.

“With the previous structure, the commercial team were having to switch between the two. This was not only resulting in a level of responsiveness we weren’t happy with, but was also restricting our ability to capitalise on growing demand for automation. Creating two dedicated teams will allow us to do a much better job for our customers and to realise the vision we have for our UK business.”

Paul Willsher, formerly brand sales manager CNC & Drilling, will head up the machinery sales team, as UK commercial director, Wood. Under his leadership, the team will be charged with growing sales of Biesse’s wood processing machines and delivering a world-class customer experience.

Paul joined Biesse seven years ago as an area sales manager and has vast experience in programming and operating CNC machinery in the joinery, shop fitting and office furniture sectors. His team of six area sales managers, between them covering the entire UK, will be the first point of contact for customers. They will be supported by three brand sales managers, who have the in-depth machine knowledge to provide technical assistance and prescribe the best, application-specific solution.  

“From many years in the wood manufacturing industry, I completely understand the challenges that our customers face,” says Paul. “I am looking forward to drawing on this experience to drive a team that is committed to helping customers arrive at machining solutions that will address their pain points. By having a dedicated team that is singularly focused on this outcome, we have the best possible chance of supporting our customers and delivering growth for the business.”

André Myers, formerly a regional sales manager, will be responsible for the new Key Accounts & Integrated Systems team, as Systems & Key Accounts director. Prior to joining Biesse 12 years ago, André was part of the senior management team at a furniture manufacturing company and went on to run his own furniture business, giving him a commercial grounding that has since proved crucial when supporting customers on major investment decisions. 

Thanks to the new structure, customers under his charge will have a dedicated point of contact and a direct line to the Group’s technical team in Italy, facilitating the smooth handling of processes such as factory testing, commissioning and logistics for an enhanced customer experience. 

“System integration projects require a long-term partnership approach,” says André. “Our customers need to be dealing with specialists who can advise on layouts, capacity, ROI and so on, and large projects spanning several months need to be carefully structured and managed to minimise downtime and risk. Our dedicated systems team is looking forward to providing the continuity and knowledge that these projects demand.”

The formation of the new Key Accounts & Integrated Systems team reflects a wider automation and digitalisation trend that is gaining traction across the UK’s materials processing industries. With this new model, Biesse is perfectly placed to help customers improve operating efficiency and deskill complex processes through digital transformation and automation in their machining operations.