Foster puts distributors through their paces

Foster Refrigerator recently put 20 dealers through their paces at its King’s Lynn training facility in order to arm channel partners with the skills they need to sell its equipment.

Delegates who attended the training, which took place over two days, also participated in a discussion on trends and the crucial issues facing the commercial refrigeration market.

Foster’s business development manager, James Adams, insists training events are a vital part of the company’s approach to working with dealers and educating the market.

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“We believe that our dealers are the envy of the industry and Foster never loses sight of the role dealers play in bringing important product and industry knowledge to the market,” he said. “This is crucial in ensuring that end-users’ requirements are well understood and that our dealers deliver a Foster refrigeration solution that not only delivers Foster quality but which completely satisfies the requirements of the customer.”

As well as schooling dealers on its product ranges, Foster used the gathering to remind partners of the additional services it offers, such as marketing support initiatives and interest-free credit solutions to finance commercial refrigeration.

Chris Goode, regional sales manager for Northamptonshire dealer Whitco, who attend the seminar, said: “Having time to look over the Foster products makes you appreciate the quality and attention to detail that goes into producing its cabinets. The segments on energy efficiency were fascinating and for us to actually see demonstrations of the energy consumption is incredibly valuable.”

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