Weinig Holz-Her Canada transitions to direct sales model

Paul Eilender has been named the first direct account manager in Ontario, with a specific focus on the Holz-Her product line.

Photo By Weinig Holz-Her Canada

Weinig Holz-Her Canada (WHHCA), a leader in solid wood and panel processing solutions, made a strategic shift in its sales approach within Ontario. The company has transitioned from a dealership sales model to a direct sales approach. 

This significant change is designed to provide customers with direct access to the manufacturer, ensuring a more seamless and efficient purchasing process. The shift will enhance WHHCA’s presence in Ontario, allowing the company to address the diverse needs of its customers more effectively.

By adopting a direct sales model, WHHCA said it aims to offer greater flexibility and increased transparency throughout the selling process. Customers will benefit from direct access to sales, the company said, just like they already do for parts, service, and support, creating a more integrated and responsive customer experience. To support this new model, WHHCA has appointed industry veteran Paul Eilender as its first direct account manager in Ontario, with a specific focus on the Holz-Her product line.

WHHCA’s facility in Laval, Quebec, will remain in full operation and continue to serve and support the woodworking industry across Canada. 

Ken Ellston, director of sales and service at WHHCA, emphasized the advantages of this strategic shift. "We believe this strategic shift will not only benefit our customers but also position us for continued growth and success in Ontario and Canada. Our goal is to build stronger relationships with our customers by providing them with the best possible experience," Ellston added. “Buying a machine is not just a purchase, you are entering a partnership. With the direct sales model, we can engage with our production partners starting right from the selling process."

In addition to this change, WHHCA announced the opening of a new facility in the Greater Toronto Area. Scheduled to open in the fall, this facility will serve as WHHCA’s Ontario office and showroom. The location will enhance the company’s operations and customer service capabilities, providing a central hub for sales, demonstrations, and product support. The facility will also be a key feature of the yearly WTD event, highlighting WHHCA’s commitment to innovation and excellence in the industry.

Moreover, WHHCA’s facility in Laval, Quebec, will remain in full operation and continue to serve and support the woodworking industry across Canada. This continued presence ensures that WHHCA can maintain its high standards of sales, service, and support across multiple regions, the company said.
 

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Larry Adams | Editor

Larry Adams is a Chicago-based writer and editor who writes about how things get done. A former wire service and community newspaper reporter, Larry is an award-winning writer with more than three decades of experience. In addition to writing about woodworking, he has covered science, metrology, metalworking, industrial design, quality control, imaging, Swiss and micromanufacturing . He was previously a Tabbie Award winner for his coverage of nano-based coatings technology for the automotive industry. Larry volunteers for the historic preservation group, the Kalo Foundation/Ianelli Studios, and the science-based group, Chicago Council on Science and Technology (C2ST).