New Customers Due to a Challenging Supply Situation

“The difficult situation gave us momentum. Certain materials were in high demand and, as a result, quite expensive. For many customers, this raised the question: Is it more expensive to purchase the product at a higher price or not to purchase it at all? The answer was usually in our favor. Mutual understanding is crucial for long-term relationships, which is why we maintain close communication with our customers.

Expanded Portfolio Presented
Due to the tense market conditions, we also saw new customers reach out to us—as well as former ones. We are now shifting our focus more toward them. Our goal is to build long-term supplier relationships. To that end, we analyze their specific needs and present our entire portfolio, including products from other business units. We want to build long-term customer loyalty—ideally through long-term contracts. At the same time, it is clear that if certain materials become difficult for us to obtain as well, we will first supply our loyal customers with whom we have established partnerships. We want them to know that they can count on us. As soon as the market situation eases, this reliability will work to our advantage.

We are the Preferred Partner
In addition, we also use our technical expertise to highlight the value of their supply relationship with LANXESS. Innovative materials, joint development projects with customers, and close collaboration help us become or remain the preferred partner. Overall, we can say that we chose the right time to adjust our prices and that our approach has proven successful so far.”

Clemens Coupette, Head of Global Sales, Consumer Solutions, MPP BU