24 Spotlight - Fujitsu
A new era, a new strategy
NEW NATIONAL ACCOUNTS manager Stuart Eagleton moved into air conditioning from the building sector 12 years ago. Since then he has worked with a number of Fujitsu distributors, with his most recent position being area sale manager for Wave Air Conditioning.
Says Mr Eagleton: “My aim is to grow end-user business in conjunction with distributors and major contractors; working hand in hand with both. “My target market will be major retailers, large corporations, government departments and other national organisations. There are business opportunities out there that both Fujitsu and our distributors can target. “Some contractors will want to go to Fujitsu directly where their business is more suited to dealing with the manufacturer.
“We obviously can’t tell our customers where to buy, but I will do my best to guide them to distributors where possible and applicable.
“However, this is a two- way street and I will be doing all I can to help our distributors to promote the virtues of Fujitsu and grow Fujitsu’s market share together.
“Where I feel I can really make a difference is helping the Fujitsu brand to gain recognition as the quality product it is. In my view, we lead the way in support services, reliability and quality.
“We have a very strong message – all I have to do is deliver it.”
ACR News July 2014
FUJITSU IS IN the process of implementing a raft of new initiatives aimed at developing the VRF sector with major end- users, growing its market share and directing more business through its nationwide network of independent distributors. The initiatives include the creation of two specialist development posts and the closure of distributor Wave Air Conditioning, which was directly owned by Fujitsu General.
The first post, national accounts manager, has been filled by former Wave employee Stuart Eagleton. His role will be to bring in new business to Fujitsu through working with higher end customers. The second post, consultant sales manager, is being filled by long-time Fujitsu employee Tony Nielsen, who will use his strong engineering background to develop stronger relationships between Fujitsu and consultants. Says Fujitsu’s sales and marketing director Ian Carroll: “Around £159m worth of equipment is currently sold directly by manufacturers to end-users or major contractors. It is that sector of the market that we are aiming at with these new appointments, with the intention of channelling as much of the new business as possible through our distributors.
“Of course, there will always be some contracts that are so big they have to come direct to us and there will always be
some customers who want to deal with the manufacturer, and we will continue to provide that service. However, where possible we will work with distributors and encourage customers to go through that channel.
“Where we have to go direct, we will be completely transparent with our distributors. If we are totally honest, there have been misunderstandings in the past and I am determined to win back the complete trust of our distributors. This is one of the reasons the decision was taken to close Wave.
“While we have always treated it as an arms-length, third-party operation, it is understandable that distributors would be sceptical when it is effectively owned by the manufacturer.
“Wave’s customers will be encouraged to move their business to other Fujitsu distributors. We are dedicated to arranging this transition as smoothly as possible to not interrupt the daily business of Fujitsu customers and letters have been sent to each of them informing them of the shutdown process. “The main thrust of all these actions is to increase the total market share of Fujitsu air conditioning and provide more business for everyone. We have a very strong message of reliability, customer support and product range, and as we grow our distributors will grow with us.”
CONSULTANT SALES MANAGER, Tony Nielsen has 25 years’ experience in the air conditioning industry, having worked for two major air conditioning manufacturers. He holds an MSc in Building Services Engineering and an HND in Refrigeration and Air Conditioning. He has extensive knowledge in the application and design of all types of air conditioning systems.
“My emphasis will be purely on developing strong relationships with consultants and specifiers,” says Mr Nielsen. “My background means I speak the same language. “One of the main ways I will be initiating contact will be through the CIBSE accredited CPD presentations we offer, which have gone down extremely well. My aim is to get the message across that Fujitsu is now a major player in the VRF sector. “At the moment consultants don’t automatically think of Fujitsu when they have a major project to specify. I want to get to the point where, when a consultant gets a VRF project, Fujitsu will be his preferred manufacturer and we’ll be his first contact.
“I know this won’t happen overnight, but we have the products and we have the back-up services to meet our long term business objectives. I’m confident in the knowledge that once a consultant has specified Fujitsu, we’ll certainly be considered for the next project such is the level of service we offer.”
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