New Beginnings for Spring 2024 at Classeq

“I have been with Classeq and Winterhalter for 24 years and this the most excited I’ve been about a product launch because it ticks every box you need to sell a machine!”

I must reflect on the past few months here at Classeq. They have been monumental, memorable, and pivotal for us as a business, and for our customers.

And I want to give special acknowledgements to our distributor network. Over the years, your commitment, feedback, and loyalty to the brand have been invaluable. Your involvement continuously helps us to develop and innovate our products to become the best we can be in our segment of the market.

From 16 to 4

As the new product launch continues, I must make it abundantly clear that condensing our product range from 16 down to 4 was not a decision taken lightly.

We deliberated over how our distributors and stakeholders would react to the significant change. But with years of research and development, conversations with distributors, feedback from users, and our commitment to delivering the best results through simplicity and robustness, we made sure that drove every aspect of this decision.

Doing the best for our distributors and customers

Our distributor network has played an integral role in this product development process.

With two product launch events during January - both with incredible uptake - it was a great opportunity to engage with our established and trusted network of distributors.

Change is often met with concerns, so it was important for us to gauge the response of our distributors and customers to understand any apprehension about a new range. Why change something that is so well respected in the market and already selling so well? So, it was essential we sought feedback.

The overwhelmingly positive response was reassuring, as we aimed to help our distributor network to grasp the inner workings of the products and gain a proper understanding of how and where the products were simplified and improved.

We also collaborated with distributors at trial sites around the globe, allowing them to test out the product beforehand, and the feedback was extremely positive and reassuring. Ease of use is our overarching philosophy, so as well as feedback around the simplicity of use, the results that came from the new range were equally positive.

In a challenging and tumultuous landscape, it’s our duty to do everything we can to improve the selling process for our distributors.

Streamlined designs

So, a streamlined range and simplified design that yields even better results - what's not to love?

The customer’s only concern will be whether they require a water softener. I just love the concept of eliminating the need to worry about drain pumps and other add-ons, because everything is already included as standard.

This is what I believe sets us apart from all other products in this market, and hope will help thrust us to the top. We find that offering multiple models and specifications can complicate the sales process.

Our distributors were particularly interested in the rental model option. They can install one of our machines at a site, switch it to rental mode, then sell washes to customers each month rather than the machine itself. Charging customers for a set number of washes gives them flexibility; no need to chase payments as the money is upfront every month. This will be launching shortly.

The machine works in line with the customer’s credit purchases - simplicity at its finest.

The machine's ease of maintenance is remarkable, removing the bottom panel grants access to all core components from the front, making part replacement a breeze. Distributors and engineers alike find it incredibly straightforward. This readiness for business is a significant advantage. In fact, replacing a drain pump can be done in a matter of seconds!

Ease of use = ease of sale

The process of condensing this product range really considered how easy we could make this for our distributors.

The response to our Undercounter range has been overwhelmingly positive. Despite reducing our models from 16 to 4, the enhanced features have been welcomed and customer feedback has been fantastic. Not a single negative comment from any of our distributors speaks volumes. It's clear that people want a Classeq machine, and our options deliver precisely what they're looking for.

Recently, I spoke with a couple of distributors who were amazed by the simplicity of our product.

The positive feedback not only benefits us but also helps our distributors grow.

As we promote our brand, we rely heavily on our distributors to actively sell our products to end-users. They play a crucial role in marketing our products through their websites, brochures and sales teams. It's our responsibility to ensure their sales teams are fully informed about our products.

With a new product, people are receptive to discussions, making it an opportune time to connect with as many customers as possible.

While we continue to nurture relationships with existing customers and actively look for new distributors, the quality of our products is opening doors to new opportunities.

Supporting our distributors

Being a well-established brand in the market, most people are familiar with Classeq. Now, our focus is on reaching out to individuals, highlighting the benefits of our new products, and fostering relationships through effective communication.

We are passionate about supporting our distributors in every way we can. We feel this new product offers endless opportunities for our network. Our sales team can support you with brochures and literature, technical assets, and general education about the product. Anything that makes your life easier - we are on hand. It also helps that our factory is based in the heart of the UK, Stafford. So should you need to source parts quickly, speedy delivery and support is available.

Let us know in the comments if you have any thoughts regarding the new range, we’d love to hear from you.

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At Classeq, we are passionate about the growth and success of the hospitality sector. That’s why we are committed to providing you with content that explores every juncture of the hospitality journey from the distribution of catering equipment right through to the patron’s plate.

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