Ellis expands Latin American presence

Ellis expands Latin American presence

North Yorkshire cable cleat manufacturer Ellis has strengthened its presence in the Latin American market after securing its first export order from Colombia.

The deal will see the manufacturer supply its cable cleats to an electrical substation in Barranquilla in northern Colombia.

Ellis began exporting to Brazil in 2009 and began targeting other Spanish-speaking Latin American countries three-years later.

In order to secure the contract, the company needed to convince a sceptical local market of the benefits of using cable cleats to secure power cables.

Tony Conroy, Ellis’ export sales director, explained: “Colombia is home to some of Latin America’s most important energy companies.

“And while raising standards and a focus on innovation have always ranked highly, cable cleats haven’t – therefore our job was far more difficult than it would be entering a new market where cable cleats are already a well-established element of every electrical specification.”

What this meant in practice is that as well as identifying the right distribution partner, and becoming familiar with the Colombian market, Ellis needed to adapt its sales approach to incorporate back-to-basics information about cleats and their purpose.

He continued: “It’s been a while since I’ve had to demonstrate the difference between what happens to properly cleated electrical cables in a short-circuit situation and those that are loosely, if at all, secured in a sales presentation, but it is still as effective a sales tool as ever."

As well as Colombia, Ellis is now selling successfully in Brazil, Chile and Venezuela, and boasts distributors in Brazil, Chile, Peru, Colombia, Uruguay, Panama and Costa Rica.