Johannes Felix Bayer: Sales and Leadership in Southeast Europe

Can you please give us an overview of your current role and main tasks?

In my current role, I am responsible for the operational management of the sales teams in Slovenia and Bulgaria, as well as for the supervision and support of our High Performance Metals sales companies in Croatia and Romania. My aim is to build strong teams in the markets, develop sustainable customer relationships and achieve our corporate goals. This includes, for example, the development and implementation of product market strategies.

What particular challenges do you see in managing the sales teams in Slovenia and Bulgaria?

Every market has its own specific characteristics in terms of culture, customer requirements and economic conditions. One of the biggest challenges is to understand these differences and develop strategies tailored to them. At the same time, it is important to establish uniform standards and values throughout the entire team in order to ensure consistent performance.

How do you manage to motivate and steer the sales team in these different markets?

Motivation is driven by clear objectives, regular feedback and individual challenges and encouragement. I rely on open communication and make sure that the teams have a common understanding of our vision. At the same time, I try to utilize the individual strengths of each employee and create a positive working atmosphere. I also value the regular feedback from my own manager.

What does a typical working day look like for you and what challenges do you face?

A typical day starts with prioritizing the tasks at hand, often followed by meetings with team members or customers. On average, I spend 2-3 days a week on business trips in my countries. Close contact with the market is very important to me. An integral part of my work is analyzing visit reports and planning measures to achieve targets.

Juggling strategic and operational tasks is a challenge. It requires a great deal of flexibility to maintain an overview while not missing out on the details. Without the great support of my colleagues in Vienna and at the plants, this would not be possible.

How does sales in your countries differ from other markets in which we operate?

The markets in south-eastern Europe often require a more personal approach when it comes to customer contact. This certainly has to do with the culture in the countries. The decision-making processes are often characterized by regional networks and customer intimacy, in contrast to other markets that are more characterized by standardization.

Which trends do you see for our business in the Slovenian, Bulgarian, Croatian and Romanian markets in the coming years?

Simply being Germany’s extended workbench is no longer enough for these countries. At the same time, I see a growing importance of sustainability and quality awareness, which is particularly relevant in the premium segment. The automation of processes will also become increasingly important in all markets in order to improve efficiency. One trend is the increasing digitalization of sales, which makes it possible to address customers in an even more targeted manner. Salesforce is a very important tool for us here.

What motivates you in your work and how do you manage to find a good balance in your demanding working day?

My greatest motivation is to achieve positive results in the long term and to see the regional teams grow at the same time. To maintain a balance, it’s important for me to be passionate about my work and consciously schedule time for relaxation. Spending time with my family also helps me to clear my head.

Would you like to find out more? For business inquiries, you can find the contact details here: