New Instanta chief reviews UK business

Instanta’s new national sales manager has begun a review of the company’s market activities as he looks to put the business on the right track to growth in 2014.

Graham Crisp, who took over from Nick Neal last month after moving across from parent company Zip Heaters, said his first priority has been getting to grips with Instanta’s routes to market and identifying how it can improve its position.

He said the company was committed to working with the dealer channel, but he wants to make sure that the water boiler manufacturer is focusing on the partners that really want to invest in its business.

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Crisp also indicated that there would be greater service opportunities for dealers with engineering expertise going forward, while he also pledged to take a long hard look at internet pricing.

He said: “There are great relationships out there that I have got to build on and that Nick [Neal] had with people. He was here a long time, so it is a case of me being the new boy who hasn’t really worked in the catering sector as such. But that comes with its advantages as well — it comes with a fresh outlook because there are certain things that I particularly wouldn’t do that we have done and that is all to be reviewed over the next few months.”

Crisp certainly hasn’t had a quiet start to his new role, as he’s also had to spend time filling a couple of key regional sales vacancies since taking over.

However, he insists he is relishing the task in hand: “Instanta has been around for more than 50 years and it is well known and respected in the market place, and I think that is one of the reasons why I decided to take it. I thoroughly enjoyed working at Zip, don’t get me wrong, but this is a new challenge. The potential is there for Instanta to grow considerably and if we can get everything in place that we want to get in place then we should really do well.”

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