The ROI story of Ferdinand van Genderen
ROI for our clients and candidates is paramount at Velde. What did the application process yield? Ferdinand van Genderen joined SDF in 2021 as Sales Manager. Meanwhile, he is SDF’s CEO for the Benelux. This is his ROI story.
What were your expectations beforehand?
For me, this job opening at SDF had clear common ground with what I was looking for. It appealed to me because leadership was needed. I may not have any tractor sales experience, but I did have a passion for anything that drives and has a steering wheel. And I had experience in automotive sales at a strategic level. In addition, I wanted to travel, but not too far. So traveling within the Benelux suited me well.
I did not yet know SDF as an organization. William had indicated that it was a small and close-knit team, with which a lot could be gained. In the Benelux the market share had fallen and it became my assignment to ensure a turnaround. SDF wanted to grow again to a 10% market share.
What is the reality like?
My induction period was exactly 1 day. After that, everyone treated me as if I had been working there for years. On a social level that was very nice. On the work level, it was sometimes quite difficult because I didn’t know everything yet. There was a whole mountain of work with whole dealer network. So I started to visit all the dealers and put SDF back on the map with them.
When Fernando, the Italian CEO of the Benelux, indicated that he was leaving, they asked if I wanted to take over his role. As sales manager, I visited the dealers in the Benelux a lot, so I was well informed about what was going on with them. And SDF was satisfied with the way I had handled things until then. For the time being, I am combining this role with my sales leadership.
So far in Italy they are happy with all the changes I have made. Like for example in our inventory financing. We now have a much clearer policy on that, so everyone knows where they stand and it is much more cost-effective. The dealers also see that we are making cultural changes and are noticing the benefits.
-Ferdinand van Genderen
What is your Return on Investment?
What did this role change mean to you personally?
I didn’t have to think about it. This was an opportunity out of thousands. The combination of CEO and Sales Director is very nice. Because of this I am also on the road a lot and in contact with our dealers. I had never managed a company before, so I’m still growing in that every week. And you quickly become a lot wiser.
What did the SDF accomplish?
Our dealers are looking positively at the organization again. They feel that they are being listened to and that we want to help them increase sales. In addition, our team was already close on a social level, but now you see them getting closer on a business level as well. Both internally and externally, I want even shorter lines so that our processes run even smoother.
And what is your ambition with SDF Benelux?
By 2025, I want to hit the 10% market share mark. Last year it was already higher than when I started, so we are well on our way!
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