Andrea Pellitteri, an engineer with a past in Scania as sales manager, takes stock of his first yearat TWT.
From the opening of new foreign markets to the development of relations with machine manufacturers, the interview revealshow TWT is appreciated internationally not only as a tool manufacturer, but as a partner attentive to the needs of the modern carpenters.
Andrea, a year has passed since your arrival at TWT. How would you describe this experience? What has impressed you most about the company?
It has definitely been a positive experience. In the technical field, the tool itself and the joinery represent something stimulating because there is always innovation. Within the company, I perceived a dynamic, innovation- and collaboration-oriented environment. These are certainly the aspects that impressed me most.
TWT is a company that maintains its strong tradition, but is at the same time oriented towards a modern, technological vision, with a constant drive towards innovation. This in my opinion is the real strength of the company.
Before arriving at TWT, you had different work experiences. Can you tell us something about your career path and the training that enabled you to competently tackle your current role?
I graduated in industrial engineering and then in materials engineering at the University of Trento. In my professional career I also had a work interlude in the field of skiing, being a ski instructor.
But apart from that, I worked for seven years at Scania, a leading multinational company in the truck and bus sector, where I held the position of Italy sales manager for the bus division.
In this role I dealt with tenders and had direct dealings with public transport companies. It was a very formative experience: working in a multinational company allowed me to learn a lot in terms of company organisation.
I learnt about sales management and building relationships with high-profile customers, interfacing directly with company directors and presidents. My experience at Scania, combined with my university studies, has provided me with a solid basis for tackling my current role in a structured and calm manner, preparing me for the challenges that lie ahead.
You are in charge of relations with woodworking machinery manufacturers and emerging foreign markets. What challenges have you encountered in this role and what have you achieved so far?
One of the main challenges is to understand the various specificities of each market, which has its own needs and requires different solutions depending on the type of customer. Fortunately, with the support of the company, we are able to meet these requirements: TWT is a very flexible company in this respect. This flexibility is an asset that sets us apart from multinationals or larger companies, allowing us to adapt to the needs of different markets and specific customers.
In terms of what we have achieved, although I have only been here a short time, I can say that we have opened new partnerships with the Baltic markets and initiated the first contacts with the Turkish market, which had not yet been explored but has good potential.
TWT is known for its technological innovation and customer care. In your opinion, what is the aspect that woodworking machine manufacturers value most at TWT?
In addition to the recognised professionalism, the aspect that machine manufacturers appreciate most is the fact that they don’t just see us as a tool manufacturer, but as a company that pays attention to the design of the window system in general.
We are attentive to all those systems that simplify the daily work of the carpenter, always offering innovative products that facilitate assembly work and tool maintenance. In essence, we are not just a tool manufacturer, but a company that looks at the entire production process of the end customer.
Based on your experience this year, which TWT tools and services are currently attracting the most interest in foreign markets and which could be developed in the future?
In general, many foreign companies are very structured, unlike the Italian market where companies are more numerous, fragmented and often smaller. Foreign companies focus a lot on the speed and efficiency of the production process.
Among the products that meet these requirements, our Laser. HP is particularly popular: it is suitable for high speeds, reduces the number of inserts and screws needed, simplifying the process and reducing maintenance costs. This tool is definitely a workhorse abroad.
Another popular aspect is the simplified spare parts management. Foreign companies pay a lot of attention to spare parts, their cost and speed of availability. Thanks to the QR codes supplied with the tools, automatic reordering of inserts is possible.
The inserts are also supplied in transparent wrappers with the corresponding code: placing them in view on the wall provides orderly organisation and the company has precise control over the quantities available and those needed for re-ordering. It may seem like a detail, but it is much appreciated when illustrated to the customer.
You have the opportunity to deal with international realities on a daily basis. What differences and similarities do you find between the Italian and foreign markets in the woodworking tools sector?
My experience has led me to note that in Italy there is a lot of talk about the window system as a whole, while the tool almost takes second place. Abroad, on the other hand, in addition to the window system, companies give an important focus to the tool itself and spare parts management. This is the main difference I have found.
As for similarities, all markets increasingly focus on sustainability and efficiency in the production process. Furthermore, the difficulty in finding qualified personnel is not a problem unique to Italy.
Finding experienced carpenters and, above all, people willing to do this kind of work is not taken for granted in any market. This also explains the increasing focus on automation and machines that can work without human supervision.
What is the most significant feedback you have received from the international partners you work with since you have been working with TWT?
We are recognised for our ability to listen and understand customer needs. The feedback that struck me most was from a customer who told us that he did not perceive himself as a mere buyer, but as a partner in a joint project.
His perception was that of a true collaboration to achieve a shared goal: he didn’t feel he was just a customer and didn’t see TWT only as a supplier. This kind of recognition is particularly gratifying because it confirms that we are working in the right direction.
Listening and dialogue are core values for TWT. How do you apply these principles in managing relations with customers and equipment manufacturers?
It is essential to establish a relationship with the customer based on trust and transparency. Every company has its limits, and when there is a job that cannot be done in a certain way, it is important to be able to admit this.
Being able to tell the customer honestly how far we can go is essential. Being transparent always pays off: you may lose a negotiation in some situations, but you gain a lot more for the future in terms of credibility and trust. I always prefer honesty rather than making promises that cannot be kept.
Looking to the future, what do you think are the most interesting opportunities for TWT on the international front?
My role is to follow the emerging markets and those markets that TWT has not been able to follow adequately in the past years due to time constraints.
Beyond geographical expansion, our goal remains to stay one step ahead of the competition in the development of sustainable technologies that facilitate the carpenter’s work. It is essential to maintain a strong focus on internal research and development in order to continue innovating.
To conclude, tell us about a particularly positive episode or personal satisfaction you have experienced during your first year in the company.
As I have only been here a short time, I have not yet materialised any major negotiations. However, I was particularly impressed by a positive comment I received from an important competitor of ours, whom I prefer not to name.
He complimented us by saying that he appreciates TWT as a company because, as I said before, we don’t just think about producing tools, but we take care of everything that revolves around the window system, including the daily work of the carpenter.
Hearing this recognition from a major competitor was a significant confirmation that we are going in the right direction. Products such as Banco, Quadro, Pit Stop and all the accessories we offer demonstrate precisely this focus on the daily work of the operator.
An appreciation from a competitor is never taken for granted and for me it represents an important personal satisfaction.
