Ian Magee, Portstar Forklifts

Local Industry Profile
- 19 Jul 2007 ( #319 )
2 min read
Ian Magee (inset) and the transportation of a straddle carrier
Ian Magee (inset) and the transportation of a straddle carrier
Ian Magee, owner of Portstar Forklifts in Auckland, New Zealand, believes materials handling companies in both New Zealand and Australia place too much value on sales and not enough on service.

"The guys in flash suits promising the world to your customers are a dime a dozen, but quality technicians who are able to service equipment properly need to be valued more," he comments.

"If you want your customers to remain loyal, you have to respond to any problems they experience with the same enthusiasm -or more- that you showed when you sold them the product."

He says it's becoming an issue in the industry where big forklift companies supply equipment on five-year leases but don't actually have the manpower to provide the services when needed. "It becomes a problem when your sales outstrip your maintenance abilities."

He also warns of the growing problem of short-term contract managers in charge of fleet equipment, who neglect maintenance in the interests of making the numbers look good while they're there. "The person who takes over ... is left with a fleet of rubbish because basic servicing was knocked back."

Magee specialises in maintenance, having begun his career as an apprentice auto electrician 25 years ago. "I worked on buses, trucks, racing cars and then moved into fixing forklifts and straddle carriers for the Ports of Auckland."

He set up his own maintenance company 12 years ago, and three years ago expanded his activities to include sales of forklift equipment, most of which he imports from China.

He believes electric forklifts are making inroads into traditional LPG markets, despite the higher purchase price.

The company also handles the relocation of straddle carriers across New Zealand and to Australia. "They are too big to move whole so we break them down and transport (them) to their new locations, and set them up again at their new site," explains Magee.

His personal approach to business is to "only promise customers what can be delivered", and then to stand by the customer once the sale is done. "I'm not one for wining and dining to make a sale, but if I get the business and there's a problem at 2.0 am in the morning, I get up and sort it out."
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