Forkliftaction talks to Tajudeen Rawther, a regional sales manager for Anhui TEU Forklift Truck Co.,Ltd. since 2023, who has been driving the brand’s growth in the Middle East. 

Looking at Tajudeen’s 30-plus year career, a growth mindset, insatiable curiosity and knowing every product inside and out, is not just a nice to have, but a blueprint for success in the materials handling industry.

With a training in mechanical engineering, Tajudeen’s depth of knowledge has allowed him to build a successful career in technical sales while fostering an appreciation for innovation and its real-world impact on operational efficiency. 

Added to this, working with materials handling distributors in the Middle East and Africa, has gifted Tajudeen with a clear view of the specific challenges and opportunities within the two markets.

RC: In your work with Anhui TEU Forklift Truck Company, you’re responsible for driving the growth of the brand in the Middle East. In light of the current conflict within the region, what are the biggest challenges you face right now within your operations?

TJ: The conflict in the Middle East is causing certain delays for our operations. But this has never stopped potential companies from collaborating with us. It indicates that despite challenges, there are opportunities out there. People are optimistic that mutual cooperation can lead to great achievements. 

At present, one of the biggest hurdles we encounter is getting goods to move smoothly across the region. Nowadays, businesses are constantly looking to bring things back on track. They are talking about alternative routes or methods to get products where they need to go. Everyone is thinking outside the box to keep the flow of goods moving. A lot of companies are having a tough time getting the stuff they need to finish their products. The supply chain issue is causing delays everywhere. 

I feel that when businesses keep each other updated, it makes things easier. If a company hears about a better way to transport goods, they can share the information with everyone else. This openness can make a difference in how smoothly operations run. I appreciate the role of local authorities who have been very supportive in overcoming obstructions during the crisis.

The Middle East might seem a bit shaky right now, but still people are interested in forming new partnerships, which shows they are pretty optimistic about tackling problems together. I think it is all about staying positive and looking for good solutions when things get tough. In these times, we keep in touch with our customers and distributors to keep the relationships strong. I think that good communication is basically everything when things are uncertain in our operations. 

We need to cross many hurdles as we go ahead. It is easy to get stressed out about the next hurdle.  But I honestly believe that with the right attitude and teamwork, we can flip these challenges into chances to stand out in the busy market. 

RC: How has the role of technical sales changed over your career as the materials handling market and customer expectations have evolved?

TJ: Over the years, technical sales have changed a lot. Initially they focused primarily on product features and specifications. Customers relied heavily on the salesperson's technical knowledge to make informed decisions. The market has now grown more complex and solution-oriented and customers want a solutions provider not just a forklift seller. 

In the past, a salesperson mainly talked about the basic specifications, but today the scenario is totally different. Sales are not just about products or brands. A salesperson must now listen more and figure out how their products can solve real problems for the customer. 

These days buyers acquire knowledge much faster than ever before and are a lot more informed.  Many know exactly what they want before talking to a salesperson. They are no longer just looking at features but want to know how the product will fit effectively into their business. 

I believe strongly that every salesperson must keep up-to-date with the latest innovations. They must expect that their prospects will ask a chain of questions that require proper answers. A technical salesperson must learn how a system can improve operational efficiency or reduce overall cost. They need access to continuous learning and product training programs. 

These days, selling does not mean just delivering a good product. It is more about what happens after you sell it. Teamwork has become more crucial in today’s sales process. In the past, technical salespeople often worked alone. Today, they work as a team, ensuring that customers get the best experience possible. 

In my experience, most customers share their experiences, both good and bad.  A salesperson must be prepared to listen carefully to this feedback and adjust their approach accordingly.

RC: You trained as a mechanical engineer and then worked in machinery sales across multiple equipment types. Throughout your time in the industry, what technical equipment advances excite you most?

TJ: It is amazing to see how forklifts have changed over the years, evolving from simple trucks that lift pallets to smart machines that can navigate a warehouse on their own. Imagine…a forklift that can figure out where to go without someone having to steer it! 

In recent years, electric forklifts have gained more popularity. In the past, most forklifts were driven by IC engines, fuelled by gasoline or diesel. These IC engine forklifts generated a lot of noise and pollution. On the other hand, electric forklifts, equipped with Li-Ion batteries, are truly a game changer for warehouses and factories. They operate so quietly that you can carry on a conversation without raising your voice.

The efficiency of forklifts has also improved remarkably in recent years, with advancements like longer battery life and faster charging options, they can work longer hours without needing breaks. Moreover, they do not generate dangerous smoke, so we do not have to worry about breathing in bad fumes. 

Interestingly, many modern forklifts are equipped with sensors and cameras that help prevent accidents. These features can detect when someone is too close to the forklift or if it is about to tip over. It is like having an extra pair of eyes that watches out for you. 

Today, modern diesel forklifts have come a long way with advanced air filtration and enhanced transmission systems. They feature improved hydraulics and user-friendly controls. When you lift heavy loads, it feels incredibly smooth without those annoying jerks that can make operations uncomfortable. The addition of the smart load sensing feature ensures that everything stays steady and balanced, even if the weight may shift unexpectedly. 

In sales, I enjoy giving my audience an overview of the latest advancements. I truly believe that every innovation in this field is designed to reduce human effort. 

RC: Based on your experience establishing and supporting dealer networks across the Middle East and Africa, how do the pressures faced by dealers in the two regions differ, and do they require different forms of support?

TJ: Yes, definitely. Dealer networks in the two regions come with unique challenges that set the regions apart.  Each area has its own market dynamics, customer preferences, and even regulatory hurdles. 

In the Middle East, distributors often face pressures such as intense competition and changing end-user expectations. This will necessitate targeted support in marketing, sales and after-sales. On the other hand, distributors in Africa typically deal with issues like infrastructural limitations. This creates unique pressure in their operations. To address these issues effectively, it is essential for us to prioritise logistics and compliance support. 

Another key difference lies in the economic factors influencing both regions. The Middle East's economy is generally more stable, leading to greater demand for advanced technology and premium products. In contrast, Africa's economies are more varied, with many countries experiencing economic volatility. As a result, dealers in Africa might need to focus on cost-effective solutions. We know that the income levels across the continent are varied. Affordability plays a key role in attracting more customers.

The marketing and sales support required also differs between the two regions. Middle Eastern dealers may need assistance with marketing strategies and digital marketing tools, and they look for advanced training for their sales team. Distributors in Africa often need more basic support, particularly in areas like inventory management solutions. They also seek training methods but require that they are tailored to the unique challenges present in their local markets. 

In Africa, creating a market is often less about flashy advertisements, and more about developing genuine trust and relationships. Many dealers are working in areas where people want to know they can rely on the brand they buy. The pressure is not just about competition. African distributors must focus on building rapport and reliability. 

Distributors in the Middle East generally focus more on sharing feedback about market trends and customer desires. African distributors might pose more questions regarding logistical improvements and product training. Therefore, we have different strategies for both regions. 

RC: Looking at both the Middle East and Africa, where do you see the biggest opportunities for forklift suppliers today? And what are the key drivers of demand shaping the materials handling market in each region?

TJ: When we think about the Middle East and Africa, it is clear that forklift suppliers have some exciting opportunities ahead. 

In Middle East, the opportunities arise from the rapid growth of construction and infrastructure projects. Countries like Saudi Arabia, Qatar and the UAE are investing heavily in new developments, including logistics hubs and industrial parks, which drives demand for efficient materials handling solutions.  

On the other hand, Africa is a whole different story. The continent is experiencing rapid growth in sectors like agriculture, mining and logistics. In various African regions, there is a noticeable rise in the demand for quality forklifts. It presents a fantastic opportunity for us to step in, especially with rough terrain forklifts.

A key demand in both regions is the shift towards automation and technological advancements. In the Middle East, companies are increasingly looking to enhance efficiency through automated solutions. In Africa, the adoption rate may be slower, but there is a growing recognition of advanced forklifts. I think it is leading to new partnerships in the region. 

Another key driver for demand in both regions is urbanisation. As more people move to cities, there is a need for better logistics and supply chains. In Africa, urban centres are growing, and with that comes the need for better infrastructure. This includes warehouse and distribution centres that rely heavily on forklifts. 

RC: You have talked about your collaboration with forklift operators to identify on-the-ground issues with the machinery and relay that back to manufacturers. How important is it to engage with operators directly, and do you think manufacturers should do more of this?

TJ: Certainly yes. I think when it comes to machines and how they work, both the distributor and the manufacturer need to team up. I believe this kind of engagement is a collective responsibility of the distributor and the manufacturer.  It would significantly reduce the chances of machinery malfunctions. It is not just about fixing stuff when it goes wrong. It is more about creating a vibe where everyone is always trying to do better and help each other out. It is more than just overcoming a major quality concern, but it is about building a culture of continuous improvement and collaboration. 

I believe that an engagement with forklift operators is crucial for understanding the challenges they face while using the machines. These operators are using forklifts day in and day out, so they have first-hand knowledge of its performance and problems. We can gather valuable input through the collaboration leading to the development of safer and more reliable equipment. 

Constant communication with operators can join the gap between practical experience and manufacturer design and it’s a win-win: operators feel valued and heard, which boosts their morale and, the manufacturer gains insights that help refine their product. 

We can expect to see a more loyal customer base through these engagements. When distributors connect with their customers, they build a loyal fan club. When operators feel that their needs are valued, they start to feel like they spend time on something that really matters. 

I strongly believe that when distributors, manufacturers, and operators team up, we can build a space where new ideas flourish and challenges get tackled quickly.

RC: What’s the best industry advice you have ever received from a mentor and what advice would you like to pass on to those just starting out in their materials handling journey?

TJ: For newcomers it is essential to know that this industry is full of opportunities, and I believe the demand for skilled individuals will continue to grow.

I would stress the importance of building strong relationships within your team and beyond. 

Never underestimate the value of hands-on experience. Jumping into different roles, even those that seem small at first, gives you a well-rounded understanding of how the entire operation works. A mentor once mentioned, "You can read all the manuals you want, but sometimes, it is the late-night chat with your friend that can teach you the most”. 

Another great tip I have been given is to never stop learning. Life is full of opportunities that come from curiosity, and the more we seek out knowledge, the more we grow. Whether it is a new hobby or a career-related skill, never hesitate to dive in. Do not shy away from asking questions, regardless of how basic they may seem.  Asking questions is a vital part of the learning process. People often appreciate it when you seek their insight. 

A mentor once told me, "The connections you make can get you out of a jam faster than any textbook knowledge." You know in material handling industry, real experience often weighs over theoretical knowledge.

For those who are just beginning their journey in materials handling, seek out mentorship. Be open to learning from experienced professionals. Stay curious and adaptable. The industry is constantly evolving with new technologies and practices, being willing to learn will set you apart as a valuable asset in your field. 

Once more, material handling is a fantastic area for career growth, so do not hold back from diving in.