To keep sales forces from Africa, Middle East and Near East regions abreast of the latest industry trends and sales strategies, Liebherr-EMtec GmbH recently held a week-long sales training in Johannesburg, South Africa. Attended by Liebherr companies and dealers from across these regions, the training, hosted by Liebherr-Africa, entailed both in-class and hands-on sessions.
In a fast-paced and evolving capital equipment market, continuous training ensures sales teams adapt to market changes while aligning with the company’s strategic goals. Based on this understanding, Liebherr places a major value on the training of its sales personnel. In an initiative driven by the Liebherr-EMtec division global head office, Liebherr-Africa recently welcomed participants from Africa, Middle East and Near East regions for a week-long training in South Africa.
Held from 8-12 September 2025, the sales training entailed both theoretical and practical lessons. The in-class sessions were held at the Kopanong Hotel in Benoni, while the hands-on training with a wide variety of machines was held at Crushco Quarry in Bredell, near Kempton Park.
Tendayi Kudumba, General Manager – Earthmoving at Liebherr-Africa, says this year’s sales training was largely aimed at honing Liebherr-EMtec salespeople’s skills to be able to sell a premium product. Another objective was to equip the sales force with knowledge of special products that no other competitors offer in the local market.
“The overall intent was to ensure that the sales force, management teams and administrators are well equipped to promote Liebherr products and solutions available for less regulated and unregulated markets,” explains Kudumba. “This initiative is driven by the global head office of the Liebherr-EMtec GmbH and is supported by the various factories we source machines from. This year we had trainers from the various European factories, including Germany, Austria and France.”
Apart from factory trainers, the training benefitted from specialist support from the technical team at LAF and operator trainers from Europe. In addition, various area sales managers were on hand to provide their input.
Kudumba commends both the organisation and the quality of the training. “The training was well organised by representatives from Liebherr-Africa, with the support of Liebherr-Export AG, and the sales trainer team from Liebherr-Hydraulikbagger GmbH. The content of the training itself was relevant and engaging and spoke to people at various levels of their careers – administrators, sales managers and management,” says Kudumba, adding that the trainers were extremely enthusiastic and pleasantly surprised by the reception and interest from the participants.
Kudumba highlights that organisations such as Liebherr should continue investing in training employees to maintain a competitive advantage by helping them to adapt to industry changes and foster innovation.
“The continued focus on training speaks directly to two of Liebherr’s core values: Our employees are a key factor in our success and highest quality in everything we do. The investment in people has a direct impact on the quality of salespeople we have and thus the quality of service we give to our customers. We are convinced that continual investment in our people is a great way to boost their morale, improve brand awareness and allow them to sell with confidence,” concludes Kudumba.
