Beko in the Central Asia
Linar Rustemov: "We want to make our customers happy"
We continue to get acquainted with our colleagues from Central Asia and asked Linar Rustemov, Sales Director, to tell us about himself and his team, peculiarities of sales in the Asian market, buyers preferencies, and how does the sales department get ready for New Year's celebration.
- Let's start from the very beginning, please tell about your professional path and how did you entered the BEKO team?
– My professional path began at the Suleyman Demirel University in Almaty, which I graduated in 2008 with a degree in economics. After graduating, I realized that sales attracted me more than other occupations, so in 2007 I started working at Procter & Gamble, and since 2011 got involved in the sale of home appliances. All this led me to the Beko company, where I have been working for already more than a year.
Tell us about your leadership experience. What kind of person, according to your opinion, a successful leader must be?
- As for my leadership features, I can say that I am a fairly democratic person and prefer not to create rigid hierarchy, but to gather a team of professionals around me, in which every person will be sincerely interested in achieving common result. And I want to say that we succeeded: during my work at Beko, we managed to form a good team that is ready to conquer any heights. I believe that a successful leader can be considered a person who has ability of effective prioritizing without sacrificing his personal time, providing timely completion of all the tasks by his team.
Can you describe your ideal work day?
- The ideal working day for me is December 31, when you understand that all tasks, even if they seemed too difficult at first, have been successfully completed, and the goals set have been achieved. At this moment, I feel not only satisfaction from a job well done, but also a desire to achieve something new, something to be proud of.
– Do you have an experienced team? How many employees currently work in the sales department?
– Except of me, there are five people working in our department now. Each of them has a good experience in our field - from two to six years.
– How do you form your team, what criteria do you use to select employees? What are the most significant successes, contracts you could name?
– When recruiting new employees, I pay attention not only to their professional experience, but also consider the personal qualities, first of all, honesty, focusing on results and flexibility. As an example of one of the most successful contracts in the previous place, I can name my current colleague - Sergey Pak. He has all the qualities I listed, and it helps him to achieve excellent results in terms of market share growth and sales turnover for his products.
– My professional path began at the Suleyman Demirel University in Almaty, which I graduated in 2008 with a degree in economics. After graduating, I realized that sales attracted me more than other occupations, so in 2007 I started working at Procter & Gamble, and since 2011 got involved in the sale of home appliances. All this led me to the Beko company, where I have been working for already more than a year.
Tell us about your leadership experience. What kind of person, according to your opinion, a successful leader must be?
- As for my leadership features, I can say that I am a fairly democratic person and prefer not to create rigid hierarchy, but to gather a team of professionals around me, in which every person will be sincerely interested in achieving common result. And I want to say that we succeeded: during my work at Beko, we managed to form a good team that is ready to conquer any heights. I believe that a successful leader can be considered a person who has ability of effective prioritizing without sacrificing his personal time, providing timely completion of all the tasks by his team.
Can you describe your ideal work day?
- The ideal working day for me is December 31, when you understand that all tasks, even if they seemed too difficult at first, have been successfully completed, and the goals set have been achieved. At this moment, I feel not only satisfaction from a job well done, but also a desire to achieve something new, something to be proud of.
– Do you have an experienced team? How many employees currently work in the sales department?
– Except of me, there are five people working in our department now. Each of them has a good experience in our field - from two to six years.
– How do you form your team, what criteria do you use to select employees? What are the most significant successes, contracts you could name?
– When recruiting new employees, I pay attention not only to their professional experience, but also consider the personal qualities, first of all, honesty, focusing on results and flexibility. As an example of one of the most successful contracts in the previous place, I can name my current colleague - Sergey Pak. He has all the qualities I listed, and it helps him to achieve excellent results in terms of market share growth and sales turnover for his products.
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The greatest pride and source of inspiration for me is the fact that I can direct my team, contribute in its development and professional growth. And, of course, when I see that my employees realize their potential on the way to achieving higher professional goals, it is very motivating.
What are you most proud of in your work? What inspires and motivates you?
– The greatest pride and source of inspiration for me is the fact that I can direct my team, contribute in its development and professional growth. And, of course, when I see that my employees realize their potential on the way to achieving higher professional goals, it is very motivating.
How close is the relationship between sales and marketing departments? Can you describe your interaction process?
– Without marketing, sales department cannot achieve rapid and significant increase in the average check sum, so both our departments always work together and move in the same direction. Employees of both departments come up with some interesting ideas, after we get together, discuss the implementation plan, consider and confirm the budget, and then start to implement the plan jointly. Currently, one of the main tasks for us and for marketing is to demonstrate our technologies and updated design to all potential customers in order to get what is called POD (Point of Difference) on the market today, I mean, advantages that distinguish our products between competitors. This will enable us to increase our average market price while remaining competitive.
– Does the Central Asian market have any specifics that Beko has to take into account? How do you consider it and what channels do you use to promote products?
– Central Asia is a huge region. It includes very different countries and peoples. It cannot be said that the whole Central Asia has some specifics that can be quickly studied, and that it is enough to ensure successful development. Each country has its own conditions, market features that need to be analyzed before taking any acquisition steps. Our most reliable information source is our customers, we get a foretaste of the entire market obtained from them. Our main promotion channel in Asian countries is retail sector, cause in Kazakhstan and Mongolia the share of retailers has already reached 90% and above, and in Uzbekistan, growth of over 50% in the next couple of years is also expected
– The greatest pride and source of inspiration for me is the fact that I can direct my team, contribute in its development and professional growth. And, of course, when I see that my employees realize their potential on the way to achieving higher professional goals, it is very motivating.
How close is the relationship between sales and marketing departments? Can you describe your interaction process?
– Without marketing, sales department cannot achieve rapid and significant increase in the average check sum, so both our departments always work together and move in the same direction. Employees of both departments come up with some interesting ideas, after we get together, discuss the implementation plan, consider and confirm the budget, and then start to implement the plan jointly. Currently, one of the main tasks for us and for marketing is to demonstrate our technologies and updated design to all potential customers in order to get what is called POD (Point of Difference) on the market today, I mean, advantages that distinguish our products between competitors. This will enable us to increase our average market price while remaining competitive.
– Does the Central Asian market have any specifics that Beko has to take into account? How do you consider it and what channels do you use to promote products?
– Central Asia is a huge region. It includes very different countries and peoples. It cannot be said that the whole Central Asia has some specifics that can be quickly studied, and that it is enough to ensure successful development. Each country has its own conditions, market features that need to be analyzed before taking any acquisition steps. Our most reliable information source is our customers, we get a foretaste of the entire market obtained from them. Our main promotion channel in Asian countries is retail sector, cause in Kazakhstan and Mongolia the share of retailers has already reached 90% and above, and in Uzbekistan, growth of over 50% in the next couple of years is also expected
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We want to please our customers. Therefore, together with the marketing department, we have prepared pre-holiday promotions with attractive prices and serious discounts on current products. The opportunity to purchase household appliances with profit is the best way to attract buyers.
– Did you have to make any non-standard decisions to promote your product in the Asian market? Which ones?
- Almost all of our decisions are non-standard. As I said earlier, each country in the Asian region needs a different approach. And if you want to achieve serious success, you have to seek mutual understanding with every customer. For example, if you want your products to be offered by one dealer, you will have to agree on a certain price threshold, second one wants you to install a stand and involve promoters, and third one just needs to make sure that you pay more attention to him.
– Has your average consumer changed in recent years? What exactly are these changes? What is currently important for buyers of technology products?
- If we talk about Kazakhstan, then we have greatly increased the share of consumer lending and installment loans. Thanks to this, the consumer now can and wants to purchase more expensive equipment models. Therefore, our customers began to pay more attention to the brand, design of equipment and availability of modern technologies. For example, twice a year, Caspi Bank, which has more than 10 million clients, runs a 0-0-24 campaign. Campaign members can purchase household appliances on the conditions of monthly payment in amount 1/24 of the product cost. Of course, this provides broader choice opportunities.
- The New Year holidays are on the way, and each company is developing its own marketing strategy. What strategy do you choose to attract consumers?
– We want to please our customers. Therefore, together with the marketing department, we have prepared pre-holiday promotions with attractive prices and serious discounts on current products. The opportunity to purchase household appliances with profit is the best way to attract buyers.
- Almost all of our decisions are non-standard. As I said earlier, each country in the Asian region needs a different approach. And if you want to achieve serious success, you have to seek mutual understanding with every customer. For example, if you want your products to be offered by one dealer, you will have to agree on a certain price threshold, second one wants you to install a stand and involve promoters, and third one just needs to make sure that you pay more attention to him.
– Has your average consumer changed in recent years? What exactly are these changes? What is currently important for buyers of technology products?
- If we talk about Kazakhstan, then we have greatly increased the share of consumer lending and installment loans. Thanks to this, the consumer now can and wants to purchase more expensive equipment models. Therefore, our customers began to pay more attention to the brand, design of equipment and availability of modern technologies. For example, twice a year, Caspi Bank, which has more than 10 million clients, runs a 0-0-24 campaign. Campaign members can purchase household appliances on the conditions of monthly payment in amount 1/24 of the product cost. Of course, this provides broader choice opportunities.
- The New Year holidays are on the way, and each company is developing its own marketing strategy. What strategy do you choose to attract consumers?
– We want to please our customers. Therefore, together with the marketing department, we have prepared pre-holiday promotions with attractive prices and serious discounts on current products. The opportunity to purchase household appliances with profit is the best way to attract buyers.
– What, in your opinion, is typical for New Year sales? Are there any fluctuations in demand compared to previous years?
- According to my own experience, I can say that on New Year eve, consumer demand traditionally increases. This happens every year, and I do not see any significant fluctuations compared to previous years. Holiday is holiday. During this period people want to update the equipment at home or move into new apartments, to provide all the necessary conditions for proper and happy New Year celebration.
– How does the sales department plan to celebrate New Year?
– Our hopes for 2023 are rather high, we have to achieve all the goals set. So our department will meet the New Year on the way to new heights!
- In New Year holidays people in Russia are used to wish each other something good. What would you like to wish your Russian colleagues?
– You have done a great job and achieved a lot in 2022, and we are proud of you! Continue in the same spirit!! I wish you and your families health, further success and achievements in the coming year!
- According to my own experience, I can say that on New Year eve, consumer demand traditionally increases. This happens every year, and I do not see any significant fluctuations compared to previous years. Holiday is holiday. During this period people want to update the equipment at home or move into new apartments, to provide all the necessary conditions for proper and happy New Year celebration.
– How does the sales department plan to celebrate New Year?
– Our hopes for 2023 are rather high, we have to achieve all the goals set. So our department will meet the New Year on the way to new heights!
- In New Year holidays people in Russia are used to wish each other something good. What would you like to wish your Russian colleagues?
– You have done a great job and achieved a lot in 2022, and we are proud of you! Continue in the same spirit!! I wish you and your families health, further success and achievements in the coming year!
© Beko 2021