Garmin's ROI story
Velde uses a solid process, with a placement guarantee. And we immediately had a positive click.
Imagine this: you make an interesting business acquisition. But you soon realize that the sales force of the company you are acquiring is inadequate to achieve your ambitions. In such a turbulent integration period, how do you get new sales professionals on board to help you maintain your position and quickly expand?
With that challenge, Velde went to work for Garmin, the world market leader in GPS technology for automotive, aviation, marine, outdoor and fitness markets. Garmin bought Tacx, which profiled itself in B2B sales of bicycle trainers and rollers.
Solid trajectory
“Setting up a new team of colleagues who have affection for the Garmin brand as well as for sports, combined with sales: that was not so easy,” says Peter Hanne, Country Manager BeLux at Garmin. “Usually we recruit ourselves, but our demand was too big and complicated and we needed a specialist. With Erwin Daniëls of Velde, we immediately had a positive click. Velde excels in experience and follow-up. And uses a solid process that looks not only at hard criteria, but also at soft skills. Candidates are interviewed several times. And there is a placement guarantee.”
Peter: “We were looking very specifically for two representatives – one for Flanders and one for Wallonia – for the new Tacx branch. Colleagues with relevant work experience, in the field and in the role of representative. And who also fit into the existing team.” Garmin is a large and popular company. “A lot of applicants knocked on the door. Fortunately, Velde made a preselection, based on the criteria we had discussed. Such as relevant work experience. Only when we were both enthusiastic did a candidate get an interview. In the end, we chose Nicholas and Adriaan.”
Transparency
“I didn’t have a bad job and good pay,” begins Nikolaas Willems. “But I was stuck in my job satisfaction. And I saw little improvement in the near future. Therefore, I began a passive search. Through an advertisement, I came across the job offer at Garmin. I am a cycling enthusiast, a user of Garmin products and studied sports science and sports management. Moreover, I had already worked as a sales representative in a private world. B2B sales appealed to me.
“Nikolaas liked Velde’s involvement. “I find applying for a job quite stressful; I prefer to constantly know where I stand. Through Velde, I got clarity on what was expected of me and what the next steps were. I was allowed to ask all my questions, such as how many people were applying. Many agencies are unclear about that, Velde is not.” Why Garmin and Nicholas are a match? “I’m not someone who needs to be held by the hand. I have experience and know what results I need to achieve. At Garmin, I get the freedom and responsibility I need to enjoy working successfully.”
– Peter Hanne
Own sauce
Adriaan Reynders had a deliberate work hiatus at the time he saw the job posting go by. “After a long career with my previous employer, I felt it was time to change direction. I didn’t have a clear picture of that yet. But I was on the lookout via LinkedIn, orienting myself to my future. That’s how I came across the position of Tacx representative.” Unlike Nicholas, Adriaan had no experience in such a position. “Still, the match was easily made. I had previously worked in marketing at a large electronics retailer: Garmin’s products were no stranger to me, and I had also worked with Garmin’s people before. I had a pleasant impression of the company. And I speak Dutch, French and English, valuable for an international company. So I decided to go for it.
And that worked out well. “Velde’s guidance was pleasant; I noticed that the whole process was well thought out. At the same time, I also had a free hand and could pour my own sauce over the assignments I received in the application process. I grew in my new role. And there appeared to be enough room – once started – to learn on the job.”
After six months, Adriaan made an internal move to garmin.com as E-commerce & B2B Health Manager and Nikolaas became Key Account Manager for all of Belgium. Adriaan: “The purchase area was not big enough to cover with two people. In my new position, I am having a great time because there are many similarities with what I did in previous roles. My language skills also come in handy.”
Trust
A recruitment process takes time, Peter concludes. “Over a year, until we had the final interviews and our new colleagues had been with us for quite some time. But then it really delivers.” Garmin is being marketed even better and more broadly. “We keep the set goals in sight and look together at what is needed to achieve them. This is how our organization achieves results and Nikolaas and Adriaan derive satisfaction from their work. Through Velde we received good advice. Sometimes we had a good feeling about a candidate, but Erwin said, “I don’t think you should do it. We trusted that. And that worked out well. With Nicholas and Adriaan, we can go full speed ahead again.”
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