To the Middle East
After achieving some great successes in the Middle East, following the ADIPEC exhibition and some visits to the region, CTS followed up with targeted campaigns to its contacts and grew the client base from there. However, being based in a different country, thousands of miles away, meant that delivering in the same way as a fully functioning business in the area was not always possible.
A window of opportunity
CTS spotted a window of opportunity to open a division in Saudi Arabia with Gurdeep Lakhanpal, Sales Manager, moving there.
Having an employee on the ground in the Middle East has enabled CTS to start exploring the possibilities the region holds in more depth.
Matthew Terry, Managing Director, said: “Expanding into a growing market where we have already seen some success is a great next step. But investing in a colleague and friend who has been invaluable in the 9+ years he has worked here, takes us into a whole new chapter.”
Gurdeep has been instrumental to the growth of CTS since he joined the business in 2014, starting in the technical department working with Rob and Trevor. Fast forward
four years and he took over the sales manager role, growing relationships with customers by having a technical understanding of individual requirements and providing product training with a two-pronged technical sales approach.
Embracing the adventure
His move to the Middle East is exciting on both a personal level and for the business. Describing his feeling about the move, Gurdeep said: “This is a huge move for myself and my wife. The thought of being so far from family and friends, the life we have known, can be daunting for some. But we are embracing this massive adventure and looking forward to laying down new roots.
“As we step into this new chapter as a business, I am confident that my expertise will play a pivotal role in driving the success of our endeavours in the dynamic and promising Gulf market. Our expansion is not just about reaching new horizons, but about seizing the immense potential for growth and innovation in the vibrant markets of the entire GCC.”
Whilst a new division in the region is undoubtedly exciting for the business and the customers they already have in the Middle East, Matthew explains that this won’t change their priorities here in the UK: “After seeing many positive changes and successes in my 25 years at CTS, this must be up there with the most exciting. Expanding into a growing market where we have already seen some success is a great next step.
“There is always a risk in expansion but, if we can focus on the business values we have built up over the years here in the UK, it gives us a good foundation. However, this does in no way change our focus and priority on our UK customers for whom we will continue to strive to be an ongoing valued supplier.”
Gurdeep is due to move to Saudi Arabia at the beginning of January and will be stationed in the capital, Riyadh.
CTS looks forward to updating customers further in the first quarter of 2024.
