Meet Alan Bollard: The driving force behind Westermo UK’s success

How did Westermo UK come to be established?

In 1995, Alan Bollard embarked on a journey that would reshape the data communications landscape in the UK. Initially working for a distribution company that sold various brands, including Westermo, Alan noticed something intriguing. Customers repeatedly bought Westermo’s products, despite the availability of cheaper alternatives. Curious about this loyalty, Alan delved deeper to understand the reasons behind it.

"I started questioning why these customers kept coming back for Westermo’s products," Alan recalls. "It turned out the reasons were clear – high quality, reliable delivery, and excellent customer support. This feedback made me realize there was a significant opportunity to offer more value to our customers in the industrial sectors."

With this insight, Alan approached Tore Anderson, the owner of Westermo, and proposed establishing a dedicated Westermo unit in the UK. Tore saw the potential, and together they decided to create Westermo UK, with Alan becoming the Managing Director. This marked the beginning of a transformative journey for both Alan and Westermo. 

Alan Bollard, Manger Sales Processes • WUK European Sales

What were the initial challenges and strategies?

Starting a new unit was no small feat. The early days were challenging, with limited resources and a narrow product portfolio. However, Alan’s belief in Westermo’s products and solutions fueled his determination to build a strong brand and loyal customer base in the UK.

One of the first breakthroughs was the introduction of the DW-22 modem, a revolutionary product at the time. This innovation gave Alan and his team a competitive edge in the market. They leveraged this to showcase Westermo’s capability and reliability, gradually attracting more customers.

Alan’s strategy was rooted in understanding and meeting customer needs. "I’ve always believed that mass marketing approaches don’t work as well in our industry. You have to try different things and go to where the people you want to speak to are," Alan emphasizes. This customer-centric approach became a cornerstone of Westermo UK's growth.

How did Westermo UK build its market presence?

One of the most successful marketing tactics Alan employed was the Westermo roadshows. First launched around 2004, these events involved renting large venues and inviting customers to grand presentations. These roadshows were instrumental in establishing Westermo’s brand in the UK. They provided a platform to demonstrate the company’s expertise and the reliability of its products to hundreds of potential clients.

"These roadshows helped us show our expertise to a large audience," Alan notes. "It was a significant highlight for our UK establishment. Although other companies later adopted similar tactics, diminishing their effectiveness, the roadshows played a crucial role in our early success."

Westermo UK’s growth was also driven by its ability to deliver high-quality, reliable products consistently. This reputation was particularly strong in the water and power industries, where the reliability and longevity of Westermo’s products provided substantial value to end-users.

Why was Westermo UK so successful under Alan’s leadership?

Several factors contributed to the success of Westermo UK under Alan’s leadership. First and foremost was the unwavering focus on customer satisfaction. Alan’s approach involved engaging directly with customers to understand their needs and ensure those needs were met.

"Long-term reliability and low downtime are critical for our customers," Alan emphasizes. "By delivering products that meet these criteria, we’ve been able to build strong, lasting relationships with our clients."

Another key factor was the recruitment and development of a dedicated team. Alan invested in building a skilled workforce capable of driving the company’s growth. This included bringing in new talent and providing ongoing training to ensure the team could effectively support and sell Westermo’s products.

What are Alan’s future plans and the next steps for Westermo UK?

After more than two decades at the helm of Westermo UK, Alan has decided to take on a new role within the company. His focus will now be on supporting Westermo’s entire sales operation rather than just managing the UK unit. This transition is driven by Alan’s desire for a new challenge and the need to reinvigorate the organization’s approach to value-based selling.

"My role now is to support the entire sales operation, not just be the Managing Director of Westermo UK. After doing the same thing for over 20 years, it’s time for a new challenge. I want to help improve the way we sell and ensure new people coming into the organization understand the best ways of selling our products.", Alan explains. 

Alan’s successor, Ian Poulette, brings a wealth of experience and shares Alan’s vision for the future. Together, they are focused on continuing Westermo UK’s growth by leveraging its strengths and exploring new opportunities in the market. In the next article you will get to know Ian and his plans for the future as well.

In Conclusion

Alan Bollard’s journey with Westermo UK is a testament to his vision, leadership, and commitment to customer satisfaction. From identifying a niche market opportunity to building a respected brand, his contributions have been crucial in Westermo UK’s rise to prominence. As Alan transitions to a broader role, his legacy of customer-centric leadership will continue to guide Westermo UK towards new heights.