FG Eurofred targets VRF in direct-sales operation

Targeting direct sales of Fujitsu VRF air conditioning as the key to growth, Tony Gittings, sales director of FG Eurofred UK.
FG Eurofred, a joint venture between Eurofred of Spain and air-conditioning manufacturer Fujitsu General, is targeting the UK air-conditioning market with a new image, a new structure and a unique selling proposition. The launching of a new logo marks the end of the re-organisation and integration process following the merging of the distribution network organisation of Fujitsu General UK and the direct-selling operation of Eurofred UK. Tony Gittings is the new sales director of FG Eurofred. He explains, ‘No major air-conditioning brand can operate successfully in the UK without a direct-sales operation. Leading consultants and larger end users with branches all over the country want to deal directly with a manufacturer.’ FG Eurofred aims to increase direct sales by growing the business overall — particularly through VRF and larger projects. Tony Gittings says, ‘The UK is the third largest air-conditioning market in Europe, behind Spain and Italy, and VRF is the highest growth area. Currently, sales through our distributors are almost exclusively splits. By increasing our direct VRF sales through consultants and larger end users, we will hit our sales targets without damaging our distributors.’ To ensure customers of the direct-sales team get the best help and support available, the company is investing in a high level of staff training, technical support, product information and design assistance. Installers who are customers of both sides of the business will be able to make use of FG Eurofred’s comprehensively equipped training facilities, where engineers can be trained and work on the full range of available Fujitsu units. At present, over 80% of the company’s sales go through distributors. Tony Gittings says, ‘Our aim is to ensure that they will grow along with us, to which end we are developing a support programme. They are all individual companies with particular need, so, as well as general incentive programmes, we will be agreeing individual support packages for each.’
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