Today we interview Bruno Esteves, who has enthusiastically taken on the position of Sales Manager for France and Benelux. In this way, our customers will be in direct contact with the factory, speeding up response times and creating a closer bond with the Electrex team.

1. What’s it like working at Electrex and what has your experience been like so far?

Bruno Esteves: I joined two years ago to work in the back-office of the markets for which I’m now taking responsibility, and throughout these two years I’ve always felt the support of my colleagues and I’ve learnt a lot. Although I’ve been here for a relatively short time, I feel completely integrated, from the management to the employees there’s a family atmosphere of mutual support. I can only thank Electrex’s management for giving me this opportunity and for providing me with experiences for my personal and professional growth since I arrived. I hope to give back with my ambition and responsibility, strengthening our brand’s presence in the respective markets, and long may it be so.

2. What are your expectations and objectives in taking on this new position as Sales Manager for France and Benelux?

Bruno Esteves: In taking on this position I’m looking forward to new challenges, the opportunity to get to know our customers personally, something I consider very important, and to continue the work done by our former sales agents. My main objective is to build solid relationships with customers, committing myself to offering an excellent service directly from the factory, and, through training sessions and visits to our facilities, making Electrex known from a more personal perspective, promoting trust and co-operation between partners.

3. How do you intend to start work as Sales Manager?

Bruno Esteves: One of my priorities is to make sales visits, invest in targeted marketing, train our distributors in our product range and strengthen our presence at industry events. It’s important to visit customers regularly, to listen to their needs and problems, to present solutions and new products. There needs to be this openness to consolidate and make the most of the partnership. With the help of our marketing department, I want our distributors to have access to material that not only promotes Electrex, but also the existing relationship, and that facilitates the commercialization of our products. As well as marketing support, I want to train customers in our product range, so that they feel comfortable and confident selling our brand’s products. At the moment, we have a complete range that goes beyond welding machines. It’s important to publicize our accessories, xARC consumables, oxy-cutting material, turnkey XBOT robotic solutions All of this is work that will be developed over the coming period.

We have also planned to attend the main trade fairs in these markets over the next two years, which will allow us to meet current and potential customers. It’s always a great opportunity to strengthen our relationship with them, acquire new contacts and present our new products.

4. From now on, what image do you want to convey about Electrex to your distributors?

Bruno Esteves: That we’re not just a welding machine manufacturer, over the years we’ve been diversifying our offer to provide our customers with a complete service for the welding industry.

We have XBOT, created in 2020, which is an Electrex brand that aims to use automation and robotics to make welding processes more profitable for metalworking companies.

Last year, at the Essen trade fair, we presented our xARC consumables, which have been very successful, and which I want to publicize more thoroughly to the markets for which I am responsible.

Also in 2023, we opened our welding school, where we train and certify welders in the main processes (MMA/MIG-MAG/TIG/Metalworking). Through the school we also provide consultancy and coordination services to companies in the sector.

We have recently added a complete range of oxy-fuel material and we won’t stop here. Basically, the message I want to convey to our distributors is that we are a specialist company, with almost 80 years of existence, covering the various areas of welding and that both I and the entire Electrex team will be on hand to propose/offer solutions and products that add value.