BTMA - British Textile Machinery Association
BTMA: AMBASSADORSHIP
For most companies, a key benefit of BTMA membership is the knowledge and goodwill generated by BTMA personnel as they act as ambassadors for the UK textile machinery sector.
But more than that, BTMA often acts in a liaison capacity between its members and potential overseas customers. BTMA director Alan Little is under no illusions about the importance of this mission. "We have to accept the fact that countries such as China and India are not emerging markets any more - they are the markets," he says. "They're in command and the world's textile machinery companies are competing for their business. It's our task to ensure that BTMA members are always prime contenders.
BTMA's technique for getting UK companies in on the ground floor is now well honed. "You have to be able to build a relationship based on a full understanding of what that manufacturer does, what their goals are, what technical problems they need to overcome, and so on," Mr Little says. "Only then will you stand a chance of winning orders. Often, a new company won't even be fully aware of the technology demands their rapid growth is making of them. If we can correctly assess what they'll need, it gives them confidence in BTMA and they'll take our advice seriously.
"There have probably never been more opportunities for UK textile machinery and production specialists, but their potential customers won't automatically think British first. It's the BTMA's job to persuade them of the advantages, and experience tells us that if a company gets good service from its first UK supplier, it'll use other UK companies for other needs.
"Individual companies will obviously have their own marketing strategies, but as the voice of the UK textile machinery industry can give the world a more rounded picture of just what excellent achievers UK companies can be. "We're not just there for our members at major exhibitions. Back at base we deal with enquiries all the time, from textile manufacturers all over the world. We're effectively a second opinion, and we know that our recommendations carry weight. There's no doubt that being a member of BTMA can be a significant advantage when you're playing on a world stage."
Successful innovation needs a foundation of experience and expertise, and UK textile machinery firms are known for their leadership in technology development in all areas of textile production.