Sales Support

Sales Support Portfolio: Assisting distributors and direct sales teams to sell


ICI's refrigeration business, KLEA, used a combination of direct national sales teams and wholesale distributors to sell and provide technical support for its HCFC refrigerant product range.

To help these sales teams and distributors raise the profile of the new products it was arranged to produce an annual special supplement to Refrigeration and Air Conditioning (RAC) magazine. The 24-page supplements, called ICI KLEA Solutions, were drafted and RAC's editorial team was worked with to steer the production of the supplements through to publication.

The supplement featured a number of European case studies featuring a variety of different industrial, commercial and retail applications. End users included: Cadbury-Schweppes, AGA, Iceland, Toyota and Gatwick Airport. News items included contract announcements for sales to bakeries, breweries, hospitals and supermarket chains.

Mixed in with the application and news stories there was also a series of technical feature articles covering the key issues relating to handling and use of different HCFC refrigerants and their related lubricants.

The articles covered the following topics:

All the news items, case studies and feature articles were drafted following interviews with ICI's engineering management teams and their customers. The whole project took eight weeks to complete. ICI's wholesale distributors were supplied with large quantities of the supplements for promotional purposes at exhibitions and their regional depots.

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