Since 2005, NLT Trade KZ has been a pioneer in lighting engineering consulting for retail lighting in the markets of Georgia, Belarus, Kazakhstan, Uzbekistan, Kyrgyzstan, Armenia, and Kazakhstan. Boasting of cutting-edge and creative solutions, a highly qualified design staff and dependable equipment, NLT Trade KZ has stayed ahead of the curve for the last several years for offering the best lighting designs, services and solutions.
In an interview with Business Frontier, Mikhael Gusmanov, Marketing Director, NLT Trade KZ, speaks about his approach to business and how the company adapts to changing times to ensure that customer satisfaction is a top priority.
- Share your distinctive leadership style that propels success. What sets your approach apart in the dynamic business realm?
In modern business, one must focus their attention on the ‘product’, rather than the process of manufacturing or creating it. By product, I mean the actual result that your client will receive. Our clients are retail companies that open offline stores. We don’t just sell them light bulbs and fixtures; we enhance the efficiency of retail sales through professional lighting. We don’t just save electricity and reduce business costs – that’s a nice bonus, but not the main goal. The aim of any store is to increase revenue, margin, and customer loyalty. Lighting is the most powerful tool that can easily and quickly boost sales volumes by 20%, sometimes even more. Our experience in eight countries confirms this.
- What are the key principles or strategies shaping your journey to success?
Previously, our strategy was to work only with market leaders – companies that understand why they need our services and technologies. In reality, this turned out to be 20% of the market, and many companies simply don’t know about us and the effective tool we offer. Now, we are ready to work with the entire market. We have created websites in each country we operate in, established companies, created educational platforms, and joined forces with other consultants to achieve even greater financial results. We have become more accessible to our clients through training and working with partners.
- Explore your company’s flagship offerings and the added value they bring to enterprises. What makes your solutions stand out in the market?
NLT TRADE KZ offers the widest selection of lighting tools for stores in any price segment or product group. We provide lighting solutions for both the discount supermarket and the large DIY building store, as well as for the premium clothing boutique of 100 square meters. We have a certified young team of designers with experience from thousands of projects. Our staff turnover is minimal and is only observed in the segment of entry-level sales managers. Many solutions on the global market are available only from our company, such as fitting room lighting or controlled fixtures for laminate and wallpaper, as well as mobile tracking systems with management and IP protection.
- Balancing tradition and innovation is an art. How do you ensure your company stays true to its roots while adapting to the changing times?
We do not wait for the future to change. We actively participate in it. We create trends and new technologies, educate our clients, and instill confidence and trust in us. Our high level of professionalism in design and improving customer service remains unchanged. We are always in touch from the moment of project development, manufacturing of the fixtures, logistics to the customer, installation in the store, and equipment setup.
- Illuminate the key factors in building and motivating your high-performing team. What drives them to ensure client satisfaction?
The product of any employee of my team is a satisfied customer. Everything we do is aimed at ensuring the client is happy with our work and the financial results of the store where our equipment is installed. Top managers participate in the company’s profits; designers receive bonuses if the project is paid for. The rest of the team receives additional payments if the sales plan is met.
- As a business leader, what critical elements shape your corporate growth strategies?
We have created a strong company brand. My personal brand as an expert in the retail market is very well-known. Many new employees are eager to join our team. We are constantly developing, setting global tasks, and consistently achieving success. This motivates more than salary, although our compensation for employees is above the market rate.
- With your wealth of experience, what advice do you offer to emerging leaders in the field?
I would recommend engaging in sports, reading a lot, and instilling these habits in your employees. For example, we have KPIs related to books read. Every employee is required to read two books a month, and leaders at least three. This year, we created a training system for employees to help them adapt faster and be able to contribute to the company’s results. This relieves the burden on leaders, systematizes work, reduces costs, and allows for more independent growth of each employee.
