Bosch Security Systems has closed its branches in Perth and Brisbane while expanding its strategic national distribution.

With the recent closure of its Perth and Brisbane sales counter operations, Bosch says its customers may be forgiven for thinking that Bosch Security Systems is consolidating operations in Australia. However, the facts are vastly different, as Chris Dellenty, general manager of Bosch Security Systems in Australia, explains.

“We decided last year to change our go-to-market model and focus our resources on 3 main areas: our major customers, our project business and strategic distribution partners,” Dellenty explains. 

“In the case of distribution partners, the aim was simple; expand our geographical coverage and increase the number of vendors a customer can purchase Bosch Security products from. With a greater network of branches, distribution partners are in a better position to meet the needs of these everyday trade buyers.” 

With this in mind, Bosch has closed its sales counters in Perth and Brisbane, appointed multiple distributors in their place, and retained business development managers in each city for the purpose of servicing key business segments.

Major customers now benefit from 3rd party warehouse operations in Perth and Brisbane to fill urgent same-day order requirements. Office space has been secured in Subiaco, Perth for the purpose of business meetings and product demonstrations, and in Brisbane, the top floor of the former Bosch office has been retained for the same purpose. 

Business development managers in both regions remain there to assist distribution partners and nurture relationships with major customers, consultants and specifiers. Bosch’s commitment to its core customers is also demonstrated through the introduction of the Bosch Security Certified Partner (BSCP) Accelerator Program, which commenced at the start of July. 

“The new SCP Accelerator Program is an industry-leading loyalty program that provides a number of impressive benefits to our major customers”, said Dellenty. 

“It is one cornerstone of our new strategy and we are very excited to be offering it now to our direct customers. Our Account Managers are currently busy with the rollout and the response has been extremely positive.”

Bosch said its customers will also benefit from an increased focus on product-specified project business. With the support of the business development managers and the integrated projects team, key customers, consultants and specifiers can draw on the pool of Bosch technical experience and the latest security and communication technologies, to help win projects and see them through to completion.

According to Dellenty, far from consolidating, Bosch is on a clear path to growth and is already experiencing positive effects from these strategies. He says that with a continued focus on key customers and partners, and the ability to service everyday trade customers through high-quality distributor networks, the goal is clearly to be the company of choice for high-quality products, customer service and support in the security industry. 

“After all, our growth and success ultimately comes from satisfied customers”, Dellenty said.