Introduction
From About $500K to Over $3M a Year in Under Three Years
Through Tehrani International Trading, I signed the exclusive distribution agreement with Techking in 2016 and introduced its OTR (off-the-road) tires to the Middle East: the tires fitted to haul trucks, loaders and dozers on mine sites. The brand had no presence in the region. OTR has a small, findable buyer population, and every mine runs a known fleet where tires are a major maintenance cost, so the job was to displace incumbents on cost per hour and availability rather than on headline price. In under a year we won 12+ major mining accounts, supplying their fleets directly, and introduced 50+ OTR sizes across Middle East markets. We then extended the line into Techking's light truck (LTR) tires. Revenue on the brand grew from about $500K to over $3M a year by 2019, in under three years, and it kept growing.
How I Built It: Five Pillars of Market Entry and Commercial Growth
Went directly to the mining companies across the Middle East that run heavy machinery fleets. The buying decision sits with procurement and maintenance engineering rather than a category buyer, so the case was made on cost per hour and availability. That is how 12+ major mining accounts came on board in under a year.
Selling Direct to Mining Operators
Kept the mining accounts as their own channel. They are end users buying OTR tires for their own fleets, a different customer from the regional wholesalers that carried our consumer and truck tires, so each was served on its own terms.
A Separate Channel From the Distributor Network
Introduced 50+ Techking OTR sizes across Middle East markets, then extended the line into light truck (LTR) tires. In a replacement-cycle purchase, availability decides the order, and a deep range is what makes availability real.
Building the Range to 50+ Sizes
Set up a CRM to track each account's needs and replacement cycle, so supply was in place before the tires were due. With a small buyer population, keeping every account counts as much as winning the next one.
Account Management on a Known Fleet
Ran regular training seminars for operators and dealership staff on tire usage, maintenance and specifications. Correct use cuts downtime, which is the cost a mine actually measures, and it built Techking's reputation for support as well as product.
Training Operators and Dealer Staff
Techking OTR tires introduced to the Middle East under an exclusive position
01
12+ major mining accounts won in under one year
02
50+ OTR sizes introduced across Middle East markets
03
Brand revenue grown from about $500K to over $3M a year in under three years
04
Received official certificate of recognition from Techking Tire for outstanding regional contribution