Achieving effective client responses

Al Nimr Steel Trading LLC manufactures structural steels and flat products in large volumes and varied grades, specifications and dimension. Its slogan, "We Can Supply Promptly," has maintained to be functionally more effective in its response to client requirements. In an interview conducted by International Metalworking News- Middle East (IMNE), Mr. Louis Dante, Marketing Executive, says that the company's professional personnel and management policies has contributed to their development as an organisation of great repute in the region. IMNE: How did Al Nimr start? Dante: Al Nimr Steel Trading LLC was incorporated by Mr. Robert Said Nasr and Mr. Aziz Said Nasr in 1990, as a supply support company for Tiger Group companies. Since the beginning, along with sourcing steel for in-house consumption for the group and vigorously venturing into actively distributing much needed structural steel long and flat products in the Middle East, North Africa and Asia region, Al Nimr Steel has built for itself a formidable reputation with major business houses, and remains a first choice source of steel. IMNE: What difficulties did you encounter and how did you overcome them? Dante: It has been pure growth since the beginning. The company has experienced steady and sustainable growth in the local and export markets. Being spread out wider in the region has helped us concentrate more on markets that are vibrant and thus coupled with difficulties in some other markets. IMNE: What characteristic differentiates Al Nimr from its competitors? Dante: The main difference is the availability of a comprehensive range of all steel types in terms of grades, sizes and origins. Specifically speaking, Al Nimr Steel Trading LLC has an edge over its competitors because of making a name in the market. Being the pioneer in supplying higher grade materials (grade 70, grade 50), and Jumbo (bigger) structural beams required for heavy duty structures. Large volumes of steel products in varied dimension sizes and grades are held at locations all over UAE facilitating easy access to projects and fabrication works of our clients at short notice to companies that own trucks and trailers. IMNE: How do you instil quality consciousness in your employees? Dante: The company is being managed by highly motivated, seasoned and competent sales professionals, who have been instrumental in achieving uninterrupted growth in sales volume, despite major recession in the construction industry since 1998 and again since end of 2008. Our customers demand the best in terms of product quality and material grades that we supply to them. It is the clients that instil a sense of quality when they expect materials from world renowned quality steel mills that produce the highest quality products. "Al Nimr Steel is a pioneer in supplying higher grade materials and jumbo structural beams required for heavy duty structures." IMNE: How impor tant is skills training and personnel development? Dante: Al Nimr Steel has by choice and in line with the requirements of our quality procedures limit the source of our steel products to only a few mills with very high quality standards. It is based on this understanding that we have continually upgraded the quality standards of both the products, as well as the sources of our imports. To be able to deliver such quality products and services to our valued customers, it is imperative that we train, upgrade and maintain skill-sets in our personnel. IMNE: Does the company have other production locations? If none, do you plan to invest? Dante: Al Nimr Steel supplies to the GCC, Africa and Asia region's high-grade structural steel long and flat products with its headquarters and vast export facilities inside Jebel Ali Free Zone. The company has a vibrant trading office, warehouse and yards in the EmiraJordan Shoes