The biogas industry is a crucial component of the renewable energy sector, focusing on the production of biogas through the anaerobic digestion of organic materials. This industry plays a significant role in reducing greenhouse gas emissions and promoting sustainable energy solutions. By converting waste into valuable energy, the biogas sector not only addresses environmental concerns but also contributes to energy security and economic development. Companies in this field are dedicated to advancing technologies and processes that enhance the efficiency and effectiveness of biogas production.
Ruben Hattu, serving as the Territory Account Representative for Biogas, is a notable leader in this industry. Known for his technical and commercial acumen, Ruben excels in bridging the gap between engineering and business. His strategic approach and exceptional communication skills enable him to effectively negotiate and present innovative solutions to clients. Ruben’s dedication to his role and his ability to inspire his team have significantly impacted the biogas sector, driving advancements and fostering a culture of excellence.
Pentair is renowned for its transformative technologies and commitment to sustainability. With a focus on delivering high-quality solutions and maintaining strong client relationships, Pentair continues to lead the way in utilizing the resource in the most effective way. The company’s dedication to innovation and environmental stewardship ensures its prominent position in the renewable energy market.
Let’s explore how Ruben is driving innovation and excellence in the biogas industry!
Mastering Unforeseen Challenges in the Energy Sector
Ruben pursued his degree in mechanical engineering with a specialization in energy technology. After completing his graduate internship at MAN Trucks in Nuremberg, he started working as a work planner, believing that this experience would be beneficial at a later stage. Ruben entered in a technical, commercial role in an international work environment in 2007. He shares, “The best learning experience was traveling with senior colleagues close to retirement to learn the technical commercial trade.” “They taught me how to act in unforeseen situations—also known as The Art of Improvisation,” he added. Throughout his career, Ruben has been working in the Oil & Gas, Marine, Mining, and Energy industries.
In Pentair, the focus is on Renewable Energies, where waste is being converted into non-fossil energy, and on reducing our CO footprint. Pentair is building plants 2 that turn raw biogas into usable products such as natural gas and feedstock for biofuels with a small environmental footprint. Here, Ruben is serving a broad range of customers as the energy transition is widely supported.
Combining Customer Needs with Market Dynamics
As Territory Account Representative, Ruben assesses customer requests and, if they fit, converts them into a quotation. After meeting the customer’s expectations, the next stage is preparing the contract. That means fine-tuning the project scope, clarifying technical details, the legal part, and contract negotiation – with internal stakeholders and the customer – until both sides are ready to sign.
Probably everyone has heard about the one task sales has—Always Be Closing. However, Ruben believes, “First of all, you have to know what you are talking about. If you don’t, everything you do is wasted.” It could be seen from different perspectives. From a technical point of view, this means identifying the customer’s need and how to satisfy it. From a commercial perspective, a salesperson is dealing with several factors such as customer profile, competition, financials, and cultural understanding. Ruben highlights, “A salesperson doesn’t have to know everything in detail, which is nearly impossible; he just has to know whom to contact to get the answer to the customer needs.”
In project business, this is even more complex than selling standardized products. There are so many additional factors to consider, which create the balance between technical and commercial aspects.
Embracing Improvisation for Satisfactory Outcomes
Ruben’s leadership style is based on mutual trust and understanding. He can motivate his internal team to walk the extra mile with him by transferring some of his energy and excitement about a given project to them. “For each task, you must be able to justify why it should be done,” Ruben highlighted.
Ruben considers his customers as partners. As a metaphor, he always says that we are on a journey towards marriage. With respect, confidence, and on equal terms, he wants to establish a relationship with his customers for a long time. If a customer does not fit into this profile, it won’t work.
Ruben believes, “Both internally and externally, you must dare to say no, but also, must be able to accept a no as an answer.” “This is not always easy, especially if this is considered a taboo subject,” he added. Here, improvisation is important to come to a satisfying result for all involved.
Instincts and Analysis: A Balanced Approach
Ruben tends to listen to his gut feelings when it comes to decision-making. However, he also knows that it is all influenced by his mentality and shaped by his cultural and educational background. Ruben shares, “I am Dutch-Moluccan, which sometimes seems to clash with my analytical side, but I believe that understanding my roots and combining the best of both worlds is what makes me the person I am today. That foundation and the experience I accumulated over the years guide me.” He believes that a good education is important, however, he also feels that it is not a guarantee that this will help people to make it in business. Ruben emphasizes, “Experience is an important key and nothing you can learn at school. Experience you have to gain – and that takes time.”
Long-Term Commitment Over Quick Deals
Ruben noticed that people constantly follow the same rule, ‘Always be yourself!’ However, to build and maintain strong client relationships, a person must adapt to his customer, the culture, or the given situation—also called the chameleon skill. He highlights, “For me, customer relationships are more than only closing one deal. They are a long-term commitment.”
Ruben follows a sales philosophy, “I’m not selling; clients are buying from us.” He shares that if a client wants to purchase a biogas upgrading installation with CO 2 recovery, he needs to know as much as possible to assess the situation. Then, he could answer questions and consult them about specifications, pros and cons, and how to implement Pentair’s product into their project. The product has a certain value, and it is up to the customer to decide whether they want to invest. So far, this approach has always been appreciated by the customer.
Ruben strongly believes in and supports the products Pentair is building and developing. He believes, “By understanding the environmental situation today, business (including Pentair) and the society needs to act fast, and if I can do my two cents in guiding our customers on that journey to a greener future, I am all in.”
Thriving in a Diverse Technical Environment
Ruben enjoys working in a technical, commercial environment with diverse people, cultures, and technical challenges. Ruben and his team share ideas, accepting that one can make mistakes and learn from them to progress. The systems they build are state-of-the-art. Biogas contains two main components: methane (CH – that is, the fuel part) and carbon 4 dioxide (Co). The Pentair technology is ideal for 2 converting raw biogas into valuable (bio)methane and recovering CO to be repurposed instead of vented.
Applications for using that CO are wide-ranging, 2 including PtX (Power to Fuel). Pentair is continuously working on new concepts to guarantee lower OPEX, longer uptime, and higher production yield. That effort is well-recognized by its customers, and that, in return, motivates him.
A Key to Efficiency
Ruben avoids micro-management as he considers it a waste of time. He shares, “If a task was assigned to someone within our team, I simply expect that it will be taken care of.” “And I always support my team if the situation gets worse.” This contributes to mutual trust, which makes the workflow more efficient.
Ruben believes, “You can only perform at a high level when you are mentally balanced.” “You need to be aware of your inner balance and keep an eye on it, as this can change over time,” he added. That is why it is so important to pause, look inward, and take inventory to avoid any imbalance with all its consequences.
Ruben compensates for his busy activities with yoga. He enjoys moments of just doing nothing–and most importantly, he tries not to take himself too seriously.
The Importance of Curiosity and Networking
Ruben’s primary source of information is being active in the market by closely listening to customers, suppliers, and, equally important, competitors. They are all shaping the market together. In addition, Ruben critically analyzes third-party surveys. He has experience receiving marketing reports that looked nice but had no added value, and in some cases, these are also very expensive. At last, Ruben emphasizes, “The key to getting all the information is being curious and connecting with people.”
Essential Advice for Aspiring Professionals
Ruben advises aspiring people who want to pursue a career in a technical-commercial role that they must believe in the product or service they are selling. In addition, it is crucial to understand technology, commerce, and the environment they are working in, especially with projects.
In this business, no single project is the same. So, people have to master the knowledge. He suggests, “Be open to learning new things, gaining experience, and expanding your knowledge.” “To accomplish this role, you need to be able to explain a complex technical subject in simple language to a non-technical person deciding whether to proceed with the project,” he added. Ruben calls this talking as ‘Mickey Mouse’ language.
Passing the Torch to New Generations
The installations Ruben is selling contribute to decreasing dependency on fossil fuels and reducing CO emissions. It also puts him in a position to share his knowledge and experience, especially with the younger generations. Ruben shares, “As I have learned from my more experienced colleagues, I would be honored to teach those who are just at the beginning of their career path in the future.”
Ruben shares, “I am not that type of man who has plans for the next 5, 10, or even 20 years. I just want that whatever I do, it will be with dedication and joy.” “The path that brought me here will take me further, but I’m I am not that type of man who has responsible for how I move along this path,” he added.
