Williams Refrigeration restructures sales team to work more closely with distributor partners

New product developments offer big opportunity in the challenging market from Williams Refrigeration.

Williams Refrigeration has restructured its sales team following the promotion of some key personnel and the recruitment of new people.  One of the key changes will be the refocusing of Williams’ relationship with its distributor network.

The new team includes Garry Allitt, who has been promoted to National Sales Manager, and Kaj Sandom, who joins Williams as National Account Manager including responsibility for foodservice consultants.  Another new recruit, Tony Prince, is Williams’ new Business Development Manager.  Steven Grahamslaw has been appointed as Area Sales Manager for Scotland and Haydon Hendry, who joined Williams from sister company Falcon, is Area Sales Manager for the Midlands and North East.

“The current economic climate makes these unpredictable times for foodservice equipment manufacturers and distributors,” says Malcolm Harling, Sales and Marketing Director of Williams.  “At the same time, we’ve made extensive changes to our product portfolio over the past couple of years, with several new developments and solutions.  We believe these new products give us a real opportunity, especially in a challenging market. Our new sales structure is designed to help our team work even more closely with our business partner distributors, to help them (and us) maximise the business potential.”

Amongst those latest products is the new G Series Multideck merchandiser, which uses eco-friendly refrigerant and is designed to be the most energy efficient on the market.  “Effective collaboration with our distributors is the best way to ensure that the market is fully aware of the capabilities of products like the G Series,” says Harling.

Williams Refrigeration offers a comprehensive range of commercial refrigeration including gastronorm cabinets and counters, specialist bakery equipment, coldrooms, merchandisers and blast chillers.

To learn more about Williams extensive product range visit www.williams-refrigeration.co.uk.