'We have to stick to the same meet requirements as defence'
As a producer of defence equipment, the issue of safety is naturally central on several fronts at Nedinsco. Apart from measures within its own organisation, the company, founded in 1921, has to deal with different laws and regulations in almost every country. "Our products fall under the Arms Act," director Arno Bouwmeester reveals. "At everything we do, it is mandatory to apply for a licence."
Many customers are based in NATO countries. Countries like China, North Korea and Russia will not receive a quote or drawing from Nedinsco. "Everything we do is licensed. As maker of high-tech products, we meet the highest standard in the field of IT. However, every country is different, so you can't talk about the one abroad. Apart from its own legislation, each country has its own culture and social norms. Also just across the border in Germany, many things run differently than in the Netherlands. But I do see that border as an opportunity, not a constraint or a threat. That is the advantage of Venlo as a business location. At our eastern neighbours, we achieve at least 50 per cent of our sales."
Technology and figures
Bouwmeester knows what he is talking about when foreign countries and especially German culture are brought up, due to his work experience, especially the eight years he spent working for Stork Prints Group in Austria. At that company he started as a business unit manager in Boxmeer, but he did not pass up the opportunity to be a director in another country. "I studied Business Administration and Mechanical Engineering because of my interest in both engineering and numbers. In the end, I never did anything more with Mechanical Engineering, so basically no streak on paper, but that knowledge has definitely always come in handy when dealing with companies. Me can read drawings and interact well with customers at that level."
Life in Austria
So for eight years he was active in Austria. Why and what did Bouwmeester learn there? "It fitted perfectly into my personal life at the time and I definitely saw the challenge, both for the job and the choice of country. The was a fantastic period. Everything there is very traditional, compare it to German culture. As director of a local company, you are a local celebrity. There is a lot of connection with the immediate area. We were main sponsor of the football club, as well as backers of the annual fire festival. That should and you get a lot in return. Who doesn't do it, is seen. Everyone in the community knows it and that creates prestige. Or you are waiting for that or not. Although I have been away from it for about six years now, we still return there regularly and are welcomed with open arms."
'See complaints as an opportunity, not as a risk'
Set the course yourself
Bouwmeester has now been with Nedinsco for over three years. A unplanned step in his career, but one that the 47-year-old director saw the challenge of. After a headhunter approached him, he started thinking seriously about the position. "This company is a relatively unknown player, but it does have with a rich and long history in which I saw plenty of interesting growth potential. Thanks to the small scale of this organisation with 120 employees, the role as director allows you to steer a lot and set the course. My influence is very visible."
Vision and aiming models
In recent years, Nedinsco has grown from a high-tech manufacturing company to a technological organisation with its own knowledge, development and products. Customers in today's market now have many expectations. "In the past, customers came with a pile of drawings and asked: can you make this? Now tell them what their needs are, ask what product is needed and rely on our expertise. That requires a completely different approach. Moreover, the technology is rapidly becoming more and more complex." Simply put, Nedinsco develops and manufactures sight and aiming devices. "In in the past, these were lenses and mirrors. Nowadays, complex electronics and software are also added. Customers don't have that knowledge, we do. Think of drive-by-night camera systems, aiming systems for the cannon of a tank. But also APS, an active protection system, which ensures that missiles from outside are immediately rendered harmless. This system recognises the incoming projectile and fires a counter-projectile at lightning speed, much faster than a human can react. We also make periscopes for submarines."
Cybersecurity
In a company, where such essential tools and equipment are developed and produced, safety is naturally an issue that deserves all attention. Not only to the outside world, but also internally. So everyone who enters the premises - employees and guests - is screened in advance. For team members of Nedinsco, the rule is that they are not simply involved in all projects. Also, the computer network is carefully constructed in various partitions. And In terms of cybersecurity, Nedinsco works with specialised companies that continuously monitor whether there are any threat risks related to a hack on our systems.
'Those without a good command of the German language don't stand a chance'
Quality guarantee
"People remain a vulnerable factor," Bouw-meester said. "To to minimise the chances of a hack, we provide monthly cybersecurity training sessions. The must and, unfortunately, in our industry, cannot be otherwise. Our customers perform an audit in that area before they engage with us. we have to meet strict requirements of a national defence. As we can present the required quality assurance, then we belong. Moreover, those checkmarks behind the listed requirements save a lot of time when auditing a customer. That can yield time savings of six to 12 months."
Trust and good communication
As mentioned, Nedinsco achieves about half of its turnover at our eastern neighbours. Apart from the strict safety requirements, several factors are important to be successful in Germany. According to Bouwmeester, it mainly has to do with trust. "You needs to invest a lot of time in relationship building in various ways. Both procurement, research & development and management. Such personal contact takes a lot of time. As once that trust is there, many doors open." Speaking the German language is essential for optimal communication in this regard, he knows from his own experience. "Who don't master German well, don't stand a chance. Besides, they are more formal than us Dutch. Note on that when choosing clothes, addressing them properly and hierarchical relationships. Make the German customer feel important."
'In a company that develops and manufactures essential tools and equipment, safety is naturally an issue that deserves full attention'
Those who make mistakes will face even more hierarchy, Bouwmeester warns. "Then there is a good chance that a company will receive a letter from the management saying that they have not kept their end of the bargain. See that, however, as an opportunity, not a risk. If you take that complaint seriously, the German will be genuinely grateful. Make excuses, show understanding, solve it and show that you take responsibility."
Finally, Bouwmeester advises appointing a project manager who fits the country's culture. "The person who fails to succeed in Germany may actually be a perfect fit for the southern European atmosphere. Make use of your employee's strengths. As director, I need to exude confidence, but the characteristics of the commercial employee are just as important. This person must inform me correctly. The after all, is not just about selling. How are you making an offer? How Are you going down the tender route? How do you deal with complaints? That are all essentials. Everything is country-specific. Any country is different. There is not one special approach. And sometimes you have to be honest with yourself and say: we don't do business there. Look for opportunities and possibilities that suit your own business. Put your energy into that."
Text: Rob Buchholz - Photography: Bram Becks
