“When we first started our business, we worked by hand. As our activities increased, our need for machinery increased. At that time, machines were only used by government firms. So, we used buckets and modified tractors. I can remember I was always envious when we encountered Cat^® machines on our trips abroad,” explains Orhan Pembe, founder and CEO of Pema Mantar, who adds proudly, “Now though, it is a different story, because we have Cat 906K and 924K loaders and a Cat TH357D telehandler. All our machines are Cat machines.”

Alp Aral, product manager at Borusan, the Cat dealer in Turkey, picks up the story. “When we start working with a new customer, it’s important that they understand we are not just trying to sell a unit but to find a solution for them, so it’s important we understand the needs of their business. So, once the sales rep has visited them, they get together with people like me in the product group before recommending the right machine.”

And Orhan couldn’t be happier with his purchases. “Since the machines are very new, the technology they have is also very up to date. It means our work is completed in a shorter time. Since the torques are adjusted very well on the machine, the vehicle can reach the target even before loading. It also performs unbelievably in terms of savings. We estimate we’re saving 20%-25% on fuel now. I also have to mention the interior; the cabin, console and viewing distances provide a comfortable drive.”

With Cat machines’ reputation for high quality a given, it is this attention to detail and focus on customers’ needs that builds confidence and long-term relationships. But equally important is the aftersales service that Borusan can offer, where speed can often mean the difference between making a profit or making a loss.

Once more, Orhan explains the customer perspective. “The mushroom business is a very meticulous business with zero tolerance to failure. Each stage must be completed within minutes. So, the machines need to work properly and perform when needed. For this reason, maintenance of the machines is also very important. We have been working with Borusan for four years now, and we entrust them to maintain and service our Cat machines. We also call them when we have a problem, and they always get back to us within a day. Sometimes, they’ve even been able to solve our problems by giving us instructions over the phone.”

“The mushroom business is a very meticulous business with zero tolerance to failure. Each stage must be completed within minutes. So, the machines need to work properly and perform when needed.”

For Burcu Çalişkan Akdağ, another member of the Borusan team working with Pema Mantar, this is really at the heart of what she does. “We are in the relationship business. So, it is important that they know they are the center of what we do. It makes no difference to us how big or how small they are. They get treated exactly the same way – as the most important person in the room.”