Verlinde, France’s leading manufacturer and exporter of lifting and handling equipment, is strengthening its international presence in the growth markets of the Middle East and Africa (MEA) region by opening an office in Dubai, headed by an experienced sales manager, Mr Ansheel Haneef.
The recent appointment of Verlinde’s new Managing Director, Pierre Eluard, has given the company a new dynamic. At the heart of the export business development strategy led by Mr Rachid Nakhil, Major Export Sales Director for the past 3 years, is the desire to take the level of partnership to a higher level, in line with the Next Level PartnerShip slogan. The opening of this office in Dubai illustrates this approach of strengthening proximity with customers, with the long-term objective of positioning Verlinde as a key player in lifting in these buoyant but highly competitive markets.
Mr Haneef explains of his mission: “Our aim is to establish a dominant presence in the MEA region by gradually increasing our market share. We are determined to be at the top of this market, alongside the most successful players, and to establish ourselves as the key player in lifting in the region. I am based in Dubai, United Arab Emirates, which gives me a strategic advantage to effectively manage and develop our partnerships and presence.” He continues: “We have a strong network of partnerships with well-established crane manufacturers in the MEA region. Their reputation and after-sales service capabilities reinforce the confidence of our customers.”
Pierre Eluard says: “We are actively working to improve our performance and customer relations, not least through our new overseas representatives. We want to become the benchmark brand in industrial lifting for the quality of our products and the quality of service we offer our customers.”
Interview of M. Anshell Haneef – Area Sales Manager – Middle East & Africa Verlinde
Describe your career before joining Verlinde.
My name is Ansheel Haneef, and I have recently been appointed as the Area Sales Manager for the Middle East and African region at Verlinde. With over 18 years of experience in the Lifting Industries, I am confident I can take on this new role. During my 14-year tenure at Konecranes, I spearheaded international businesses and successfully led the equipment business in the UAE region during several years. My extensive knowledge of the products and industry and my experience in various markets across the MENA region make me well-suited to make a significant contribution to my new role. I am excited to join the Verlinde team and look forward to utilizing my expertise to drive success in the region.
First, can you tell us a few words about Verlinde?
Verlinde is a company that specializes in providing top-quality Industrial Lifting Equipment and Hoists for Show Business. We take pride in our unique product range, which makes us a one-stop shop for all our customers’ lifting needs. Our products are created in state-of-the-art production facilities that constantly improve and adapt to cutting-edge design techniques. We also ensure that the materials and components used to manufacture our products undergo the most stringent checks to ensure quality and safety. Our product range includes various lifting solutions such as overhead cranes, gantry cranes, jib cranes, hoists, winches, trolleys, electronic devices, load balancers, and accessories. We are in a transformative phase, led by a new Managing Director and a dynamic management team.
Describe your mission
Our goal is to establish a dominant presence in the MEA region by consistently boosting our market share year after year. We are determined to rise to the top of the industry alongside the most successful players and establish ourselves as a formidable force in the market. I am based in Dubaï, United Arab Emirates. I’m based in Dubai, United Arab Emirates, which gives me a strategic advantage to effectively manage and develop our partnerships, presence and support in this market.
Do you have local partners?
We have a strong network of partnerships with well-established crane manufacturers in the MEA region. Their reputation and after-sales capabilities give our customers additional confidence.
What are your short and medium-term objectives?
I am currently in the onboarding phase, and my first task is to establish a common goal with each of our distributors. We plan to achieve this by developing short-term and medium-term strategies. Our market analysis indicates that the Middle East and African regions will experience healthy compound annual growth rates in the coming years. We will pay close attention to these areas, particularly oil-producing countries, and emerging markets, as they are expected to perform well and our range of ATEX products, now complete, should more than meet their expectations.
Is there anything else you’d like to add?
I firmly believe in the power of a consultative sales approach. With our upcoming implementation of new strategies, we’ll undoubtedly increase our market share and establish ourselves as leaders in the competitive market. Our unwavering commitment to our “next-level partnership” mission will ensure that we continue to provide exceptional value to all our partners.
