Carpigiani planning to publish dealer policy

Carpigiani is on the verge of publishing a dealer policy that it hopes will enable it to form tighter relationships with key distributors, Catering Insight has learned.

The charter is on schedule to be signed off within the next 6 weeks and will provide a framework for select distributors to work more closely with the ice cream and gelato machine manufacturer than has been the case in the past.

Although dealers sell Carpigiani’s products already, the company has operated a direct sales force for some years. But it believes there is scope for a more harmonious and mutually beneficial relationship with key distributors as it diversifies into new end-user markets.

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“One of our strategies moving forward is to work better and closer with dealers,” confirmed sales director Scott Duncan. “We’re getting ready to publish a dealer policy, which will open things up and provide more transparency to dealers and distributors. We will always have a direct sales team because we still want to have that product knowledge and passion about the business, so this is more about how we can work in partnership with distributors and specifiers.”

A key element of the dealer policy is understood to be the inclusion of a dealer price. Previously distributors have typically had to buy at the same price as the end-user. Other benefits will include sales visits, product training and workshops, but the programme will be limited to a small number of partners.

Asked what his message would be to distributors that haven’t engaged with the company before, he said: “I think the comment would be please don’t be frightened to come and talk to us, we are open to working with anyone. We want to partner with distributors and dealers to get out to the market sectors we are not in and we will be there to support them. The key message is that it is a special product that needs to be properly specified.”

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