Thursday, 30 Apr 2015 14:56 GMT

Steve Bulmer

Sophie Jones talks to Steve Bulmer, CEO of Biesse Group UK, about his time at Sign and Digital UK, his biggest career highlight, and cracking the UK signage market

You just got back from Sign and Digital UK in the NEC Birmingham, exhibiting your Klever CNC flatbed router. How was the show overall, and what kind of reaction did the machine garner from visiting sign-makers?
 
The show was very positive for us. We were not sure what to expect, but we sold a machine on the second day and are in the process of following the multiple opportunities we gained as a result of the show. The reaction was extremely positive. Visitors commented on the value of our machines and were surprised at the price/performance ratio especially with our 5 year warranty program ‘Total Care’.
 
Biesse’s equipment is very high quality but you are not quite so well known in the UK signage market as in your home markets. What are your plans to change this?
 
We are very serious about this market. We have committed to an investment and expansion plan which includes more ‘industry grown’ personnel, more products as well as a dedicated area in our Daventry ‘Tech Centre’. In the past we have sold into the sign market almost by accident, where customers have tracked us down and ‘traded up to Biesse’ having previously used other CNC equipment.


Biesse have a wide range of technology solutions including CNC machinery, stone and glass processing machines, and waterjet cutting machines



You have a very modern tech and visitors centre, and a new training centre dedicated to software training. What was the thinking behind these developments?
 
It’s the best way for visitors to understand our DNA and how we do business. Everything is focused around customer experience and a consultative approach. We have a great team who love engaging with customers to ensure they get the best out of their Biesse equipment.

We have a great team who love engaging with customers to ensure they get the best out of their Biesse equipment”


As a long time employee of Biesse, you must have seen some huge changes in the industry and the company across the years. How has your experience changed since you started in sales to your current position as CEO, and what have been some of the highlights?
 
I feel the biggest change has been how much more accessible technology has become. In the past it was only the larger companies that could afford the latest technology, but in the last ten years ‘start-up’ companies can have the same technology as the largest in the land. It’s a great leveller and gives any entrepreneur the greatest chance of success.


'CNC routers are at the heart of the Biesse Group' and are used for sign and display, plastic engineering, and metal fabrication



I found that moving from a sales background into my current role was fundamental to our success. I was always very close to our customers and ensure that within the business, this is still the case today. I had a clear vision of how I wanted to shape the business and it’s only by really being involved with customers and the market that
the business can be adapted to meet the ever changing needs of our customers.


(Above and below) Their tangential knife cutters can be used to cut cardboard, leather, foils, rigid foam, and many other materials



The biggest highlight without question, is witnessing the development of a team which grows in confidence day by day. My management team are really running the business and I have the best job in challenging them to bigger and greater things, to ensure our performance continues to improve, from both a customer service and financial perspective.




 
Finally, what lies ahead for Biesse?
 
We are an extremely innovative business, both globally and locally and we have some fantastic new products coming on stream which will definitely help take us to the next level. Coupled with the fact that we are adding new staff to our current UK team of 55 people, I expect to be the major name in processing for the plastics and sign industry within the next 18 to 24 months.

We are an extremely innovative business, both globally and locally and we have some fantastic new products coming on stream which will definitely help take us to the next level ”


Key Stats

  • 5 year warranty program 'Total Care'
  • 2 days into Sign and Digital UK Biesse sold a machine
  • 55 people in UK team currently'
  • 24 months Biesse hope to be the major name in processing for plastics and signs

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