Chunk of experience with fresh energy

Ghislaine Duijmelings brings new impetus to top position

Since September of last year, Ghislaine Duijmelings has been at the helm as General Manager International of Ritchie Bros. A role in which she brings with her not only a great deal of experience in the international auction world, but also the necessary new impetus. Following the changes Ritchie Bros. has gone through in recent years, Duijmelings is faced with the task of further shaping its international growth ambitions. With an eye for local differences as well as a human approach.

"Ritchie Bros. has traditionally been a true auction company, but has undergone a huge transformation in recent years," Duijmelings says. "As a result, we have evolved into an all-round service provider for used machinery, vehicles and accessories, with additional services such as inspection, appraisal, refurbishment services, transportation and even management of large (rental) fleets through SmartEquip and Rouse Services."

Room for growth

The new organizational structure with additional management layer fulfills an important role. Until recently, international teams reported directly to the board in America. Now, Duijmelings as General Manager International and Duncan Ainscough as Head of International Sales direct all activities outside North America. Key regions such as Europe, Middle East, China, Japan and Australia are thus given more room to grow.

"That change was much needed," Duijmelings explains at the European headquarters in Breda. "You can't decide from behind a desk in America how a market like Germany or Spain should work. Every region has its own dynamics and you shouldn't want to change them. My job is to help local teams get the most out of it. I do that primarily by giving them trust and responsibility."

Great successes

Among other things, Duijmelings brings more than a decade of experience in the international auction industry. At Surplex, a European online auction platform for used machinery, she led teams in 16 countries and achieved great success by focusing on customer-centric strategies and data-driven performance. Before that, Ghislaine was CEO at Troostwijk Auctions, which connects buyers and sellers worldwide through online auctions.

"Ritchie Bros. wants to build strong local customer relationships, but with the knowledge that we operate globally." The company is known for its "unreserved" auctions, in which equipment is sold with no minimum price. "That seems risky, but our global network actually ensures higher returns. Our name and reputation attract many potential buyers, so we almost always overperform."

Local needs

As the market leader in Germany (agri), France, Spain, Italy and Dubai, and number 2 in England and Benelux, Ritchie Bros. focuses on transparency and proper valuation of machinery in the EMEA region. England has traditionally been much more of an auction country than Germany or Spain. For that reason, the company wants to better tailor its proposition to local needs. "It may take years before this is somewhat aligned," Duijmelings expects.

The wide range of sales channels and additional services allows Ritchie Bros. to provide customization. "Sometimes Marketplace-E is a better fit for specific machines than an auction. By making smart use of our unique portfolio, which also includes Mascus and IronPlanet, we can maximize customer returns. We want to expand that integration even further, because that's where our strength lies."

Additional confidence

The transition from live to online auctions still sometimes makes one long for the 'old days', but it also offers advantages: buyers no longer need to be physically present, the target group is more international and there are also benefits from an environmental point of view. However, doing business online requires extra trust. All machines must be described as honestly and transparently as possible. Ritchie Bros. sets the standard in the market and always tries to be innovative.

There is an American work mentality within the company, combined with a safe and familiar culture. In addition to her focus on commercial growth, Duijmelings is also committed to an inclusive work environment. "I think it's important that everyone can be themselves. Respect and growth opportunities for everyone are important drivers for me. The customer is always central, but performance should never come at the expense of team cooperation. A company can only really grow when the staff grows."