Rudolf Krentik, Sales Manager – Central and Eastern Europe, EDAX
It has been some time since I started working at EDAX as an Area Sales Manager for Central and Eastern Europe. When I think about it, Russia is by far the largest region compared to all the others. If sales grew linearly with the size of the area, I would probably be a millionaire. Unfortunately, it is not the case. The primary purpose of my work is to take care of our distributors and business partners in individual countries. I give them support in business cases, provide up-to-date information about our products, and sometimes I am also an intermediary for the serious requirements of our end customers. The work is very interesting, especially because I meet interesting people. EDAX’s customers are primarily scientists and engineers studying materials, solving complex problems, and dealing with development and innovation. Such meetings are often very fun, inspiring, and rewarding.
The market situation has changed dramatically since 2015, when I started. COVID-19 has completely changed the way we work. Instead of meeting customers at scientific conferences, we all locked ourselves in our homes for a long time. After three months, I couldn’t stand it and rented a small office so that I wouldn’t go crazy at my home office with my wife and two small children, who were also schooling and working from home. So I was moving from my home office to an actual office, doing just the opposite of what others were doing during the pandemic.
Moving from real life to the online world was probably frustrating for many of us. Still, we had to adapt and start selling and communicating over the phone and especially over the internet. Online presentations and meetings are still the order of the day. This way of communication will be maintained in the future, that is quite certain. Unfortunately, this does not replace personal contact, which is essential for creating a relationship with customers. It can already be seen that interest in virtual conferences is declining. People are inherently interactive and need to share their needs and feelings with each other. This is not possible in the world of the internet. Therefore, we all hope that everything will return to normal soon. Our service technicians have been traveling to places where it is safe for quite a long time, and we salespeople are also starting to plan our first trips abroad. I’m actually partly writing this blog in Turkey on my first trip in 18 months.
Although it does not seem so, COVID has not yet caused significant losses or loss of orders in terms of business results. Our business is still in good condition. One of the factors that affects this is the life cycle of a business case. This can take months or even years. If we do not soon return to the life we are used to; it will have very negative consequences for our field. I mention this because we are currently at the stage where we want to launch several exciting products. You probably know that Gatan also belongs to our AMETEK family. The company is known for its leading technology in detection systems in TEM and SEM and other devices, e.g., for sample preparation. The acquisition of Gatan is a great benefit not only for AMETEK but also for EDAX. The combination of know-how, development, and experience in the electron microscopy field creates space for innovation and synergies that would not be possible.
Several novelties were introduced three weeks ago at M&M 2021. It is worth mentioning the EDAX EDS Powered by Gatan, in which EDAX hardware is now integrated into the software from Gatan. This brings many benefits, such as a unified GUI for all the TEM techniques available from Gatan. EDS analysis with Elite T can now be performed seamlessly with Gatan EELS, 4D STEM (STEMx), or other techniques. This makes it all much easier and faster. And as we know, time is money, and this is doubly true for time spent at the TEM.
Another interesting novelty is the cooperation of EDS and CL detectors. Thanks to an EDS-compatible cathodoluminescence (CL) mirror that enables line of sight from the sample to the EDS detector while still collecting the CL signal, we can obtain information about the material’s structure that was previously difficult to achieve.
When it comes to EBSD, EDAX has been the leading provider of this technique since the 90s. But for reliable analysis, one needs a high-quality sample preparation tool. Again, with the Gatan PECS II, we can offer a complete workflow from getting the sample ready to post-processing of acquired data. The latest news is also the hottest news. With the help of the highly sensitive OnPoint BSE and Octane Elite EDS Detectors, it is possible to detect lithium for the first time and quantify it. Unique technology, the accuracy of which is verified by another method, is now available and we are very anxious to introduce this product to our customers.
That is why we need to get the COVID-19 pandemic under control. Without the opportunity to travel and meet our customers, our work will be inefficient and not as much fun. However, the newly introduced devices and the ongoing development of the EDAX-Gatan collaboration gives us a strong hope that everything is on track and that our efforts are worthwhile.