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Interview<br />
Press cutting from “Show Daily“ the trade fair magazine which printed an article on Virtual DECO during the IMTS.<br />
dm: Is the virtual available for every salesperson<br />
or do you have to be sat on these chairs to<br />
enjoy the show?<br />
Scott Kowalski: Obviously the vibrating seats are<br />
only available at shows. Beyond the shows, every<br />
salesman from <strong>Tornos</strong> can use it on his laptop. More<br />
than that, if you have an Internet connection, you<br />
can also see it from the net. You have an ipod? You<br />
can simply go on youtube and watch it there too.<br />
We’re really having a great solution that is widespread.<br />
We do what’s necessary to offer our customer<br />
every means of communication he would like<br />
to use.<br />
dm: Listening to you, we have the impression<br />
that maybe we could replace a machine or even<br />
a show… is it something you could imagine?<br />
Scott Kowalski: I read that the 2008 IMTS show<br />
broke attendance records – total registration for the<br />
six day event was 92,450. That’s a lot of traffic and<br />
exposure you can only get at shows. Those figures<br />
also prove that manufacturing is not only healthy,<br />
but thriving. Manufacturers understand that investing<br />
in the latest technology is a key competitive factor.<br />
Which is great news for us! And these shows<br />
bring a lot of people ready to buy. We’re producing<br />
machines that produce parts. And we know that our<br />
customers want to touch and feel the real machines<br />
too. Completely replacing a show or every machine<br />
is not something we think about. On the other hand,<br />
the virtual gives us options and the opportunity to<br />
communicate in new ways. Sometimes we go to<br />
shows with the virtual only, sometimes we add<br />
machines.<br />
dm: You told me that with this tool, you’re kind<br />
of educating your customers. Isn’t it exaggerated<br />
to say so? Is it possible to sell machines by<br />
educating?<br />
Scott Kowalski: It’s new. We’ve gone from simply<br />
showing processes to education. But just because it’s<br />
educational doesn’t mean it’s boring. With this educating<br />
point of view, we’re more open and we can<br />
really show people that were not even thinking<br />
«Swiss» that they actually produce far more parts<br />
than they could imagine on these machines. For<br />
instance, yesterday I met with the president of a<br />
company that doesn’t use Swiss lathes. He spent a<br />
while watching the virtual, then we were able to go<br />
further in the process to see that we can actually<br />
replace his way of working with a completely new<br />
one. He is producing parts on three machines using<br />
four processes. We have produced a similar part on<br />
a swiss turning machine, completely finished, without<br />
any secondary or third operation. Can you imagine<br />
the benefits? The customer can!<br />
10 decomagazine 04 / 08
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