FG Eurofred, the face of Fujitsu air conditioning in the UK, is restructuring its sales operation to fine tune its long standing commitment to a dual route to market.
The direct sales force is being strengthened and re-tasked to concentrate on VRF projects for larger end users and national contractors. Smaller direct sales customers are being re-directed through Fujitsu's nationwide network of distributors.

Former product and marketing manager Tony Nielsen, who has both a technical and sales background, has been appointed VRF business manager to head the restructured team.

Tony Nielsen has been with FG Eurofred from its inception and before that was product manager with Fujitsu General, one of FGE's parent companies, and he has been in the industry for over 20 years.

Says Tony Nielsen: 'I am really looking forward to this new challenge. Even though it is a tough market, we have the right products and we have put together a really good sales and support team.'

The other members of the VRF team are business development managers Dave Wing (Northeast and Scotland), Lee Springate (Southeast), Sean Graham (Southwest) and Stephen Bowman (Northwest), with Colin Goode providing extra technical support as pre-sales engineer.

The distribution side will continue to be led by sales manager Paul Airey with the support of Nick Wilks as account manager.

Says sales and marketing director Julian Brunnock: 'This strategy was always our intention from the founding of FG Eurofred, but, until the recent launch of the three-pipe VRII, our VRF offering was limited and the direct sales team attracted a number of contractor customers that should really have gone through our distributors. This new structure brings us back to that original strategy and adds technical strength to our VRF sales team.

'To run a dual route to market successfully, it is vital to ensure that the two routes do not take business from each other. Distributors are set up to provide the best service for most contractors. They have branches within a few miles of most installers and sites in the UK. They are also in a better position to give the required support, handle sales to hundreds of small to medium sized companies and develop the best possible relationship with customers.

'On the other hand, our direct sales force will assist with the development of major VRF projects and provide the high level of support required, by consultants, end users and larger air conditioning contractors.'

Says Julian Brunnock 'These appointments provide a sound base on which we can grow our VRF business further. Our distributors are also key to this growth, as we are able to offer them alternative solutions, which they can offer their existing VRF customers.'