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Local differentiators mean success

Support and parts are an important component of success.

Local manufacturers have it tough when faced with competition from the East and West, as well as at home. Hi-Tech Security Solutions asked Centurion and Turnstar to explain their success in these turbulent markets.

Hi-Tech Security Solutions: How does your company differentiate itself from the competition, local and international?

Adam Butchart, Centurion Systems: We offer a comprehensive range of gate automation and access control products. All of our products are designed, tested and ultimately built to withstand the harsh African environments. We have an ISO:9001 quality assurance accredited production facility and all products are tested to 100% of specification, offering product and sales training, as well as a local, on-site support and a technical support call centre.

Adam Butchart.

Craig Sacks, Turnstar Systems: Turnstar has always been managed with one policy in mind – ‘continuous improvement’. The company is now 22 years old and what has set Turnstar apart has been the constant upgrading of the means of production and the improvement of production systems.

Another key factor is constant innovation and new products. Turnstar is a key exporter to Africa, Europe and the Middle East because our security products fulfil the customers’ security needs at an acceptable price. South African security companies have a great deal of expertise and our skills and knowledge are in demand worldwide. Turnstar focuses on product quality and provides a fit-and-forget 5-year guarantee on its turnstiles. A key selling point is that Turnstar does not offer maintenance contracts, our products are designed to offer the customer with years of fault free service.

Hi-Tech Security Solutions: What innovations have you developed over the past year or so?

Adam Butchart, Centurion Systems: Ultra-high speed (yet safe, through the use of advanced electronics) sliding gate operators

Craig Sacks, Turnstar Systems: Over the last year or so, Turnstar has introduced a number of new products including automatic and manual revolving doors, speedstiles, speedgates, mantrap cubicles and hydraulic anti-terror bollards and road blockers.

Hi-Tech Security Solutions: Are you able to compete with low-cost Asian alternatives on price? If not, how do you hold your own?

Adam Butchart, Centurion Systems: Yes and no. From a pure price point of view, not. But from a value/price relationship then we believe that we do. We have consistently good quality, reliable products that are feature-rich and designed to meet the needs of local consumers. In addition, believe that our installer base does attach a certain amount value to the local technical support, backup service and comprehensive training that we offer.

That said, in order to meet certain price points we have been forced to move selected items to an offshore Asian manufacturing facility. However, this move was done only on the condition that we equipped the facility with a state-of-the-art production line designed and built in South Africa by Centurion engineers. This production line was then packed up and shipped off to the new facility where our engineers spent protracted periods of time setting it up and training local staff to run the line. The result is that we are achieving a product of the same (and in some areas better!) quality to those that we are producing locally.

Craig Sacks, Turnstar Systems: There are low cost Chinese manufacturers who compete on price. However, in terms of delivery, quality and customer support have failed in the South African market. Turnstar continues to dominate the local market because Turnstar’s products are of a high quality and are offered at a reasonable price. Backup support is always a key issue and Turnstar has a full team of technicians to assist with installations and repairs. Spare parts are always available.

Hi-Tech Security Solutions: Do your customers focus on price alone when buying? If not, what issues influence their buying decisions?

Adam Butchart, Centurion Systems: Although price is a very strong driver, ultimately our customer base demands products that are reliable, fit for purpose and easy to install. They also require excellent technical support and training. However, price is still important and if you can offer the same quality, support and training at a price that is very competitive, then you have a winning formula.

Craig Sacks, Turnstar Systems: Our customers look at product quality, manufacturing lead-time and backup service. These are all issues that influence a buying decision.

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