Prior Diesel Ltd was formed in 1981 and is a global leader in diesel driven power solutions, particularly within the Oil & Gas market. The company offers a diverse range of engineering specialities together with representing most of the major names in diesel engines.
The company supplies diesel engines and parts; manufactures and refurbishes diesel engines and products; manufactures, repairs and overhauls Well Service equipment; and also offers a world-wide marine engineering service.
Overseas customers are primarily from the Oil & Gas industry and the company’s parts and products are sold across Europe, Africa, the Middle East and Australasia.
“We started exporting to Africa in the 80s,” says Joint Managing Director Chris Conroy. “It was for a local client with a fleet in West Africa who needed engine parts. That was just the start, and since then we have expanded our exports significantly, both in terms of customers and geographical areas.”
“Our Well Service equipment is manufactured by only a small handful of companies in the world, so we have a very wide reach globally. This means that we don’t necessarily have to go looking for export business, as our products are known by the company’s reputation for quality, which is important when dealing with production from an oil or gas well. Although this market has few competitors, we still have all the usual business challenges and we have worked very hard for the good name that we have.”
Prior Diesel Ltd uses the Norfolk Chamber to support its export activities. “We rely on them for documentation, because that is critical and has to be right,” says Chris. “We also attend their very good export training courses, which have helped us a great deal in understanding how to export. Their translation and interpretation services have also been very useful for us where a language barrier has come into play. They are a brilliant team, very knowledgeable, professional and always keen to help.”
Although Prior Diesel Ltd boasts customers all over the world, this can pose challenges. “It might sound obvious but our biggest challenge is ensuring we get paid, a common problem with many businesses who export. To alleviate this problem we often ask for payment before goods are exported. If that isn’t possible we go to the Chamber and they help us with the relevant documentation.”
Equipment arrives and leaves Prior Diesel in a variety of ways. “Customers sometimes send us their products for repair, or they’ll be purchasing new product,” Chris adds. “It’s dependant on the customers’ business needs as to how it arrives or leaves. They will choose airfreight for speed, but that can be expensive. Sea is another option, it’s less expensive, but it takes longer.”
Chris has some clear advice for businesses considering exporting: “Make sure the documentation is correct, it will ensure that everything runs smoothly. And where possible get payment up front. A contract is a must – some export customers would still have you believe a gentleman’s handshake or “word is my bond’ should be enough, sadly it often isn’t, so to be certain that everything is in writing and if necessary checked by the Norfolk Chamber Export Team.”
