Ask Peter van der Wel how he and his team were able to increase SENCO’s sales in Europe by six times in just seven years during the early 2000s, and he cites the phrase: “think globally, act locally.” The key, according to Peter, was recognizing that markets and end users are different around the world. The tools people want in Bavaria are not necessarily the ones they want in Boston.
Based on this principle, Peter and his international associates listened to customers, developed products based on specific market demands, and created an organization that is finely tuned to local end users. The results speak for themselves: a significant increase in sales and profits during the 2000s, major new business wins in segments such as industrial pallets, and significant acquisitions and expansion after the challenges of the financial crisis.
Peter has been connected to SENCO since 1990. He began his career working for one of the Company’s exclusive European distributors, moved to SENCO in 1994 and was general manager of SENCO’s European business from 2005 to 2010. Peter then moved to the United States where he held positions of increasing responsibility, including sales and marketing director, managing director and President – International. His current responsibilities encompass sales, marketing and production in all of SENCO’s markets outside of the U.S. and Canada.
He holds a Master’s degree in Economics from the Borsele University in Holland.