21.01.2011

Five UK distributors for Genie

Terex has appointed five regional ‘distributors’ in the UK for the Genie aluminium and trailer lift ranges.

The five are:
• AJ Access Platforms for South West England and South/Mid Wales;

• Access Platforms Sales for Scotland, South Midlands and most of East Anglia.

• RF Lifting and Access for North Wales, the North and North West England.

• Workplatform for the West Midlands, most of the East Midlands and Yorkshire.

• Working at Height for London, the Home Counties and the South East.

The specific product lines covered by the formal agreements include: Genie AWP portable personnel lifts, material lifts, the Runabout and Quickstock self-propelled vertical mast machines and the company’s two trailer-mounted booms.
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(L-R) Jim Daintith - APS, Paul Whittle -Working at Height, Jonathan Hull - Workplatform, Nick Cragg - AJ Access and Ron Flemming of RF Lifting and Access

All five distributors will stock a selection of models for fast delivery and will offer a range of services to support the products and will be responsible for all sales to small rental companies and end-users.

Phil Graysmark, Genie’s vice-president of sales, said: “With their deep product knowledge and commitment to offer a first class service, our British distributors will fully answer the needs of our smaller customers and optimise sales of these popular products that offer highly mobile lifting solutions for a wide variety of applications.”

Vertikal Comment

Genie has always worked with local dealers in the UK and APS was one of the very first appointed. Over the years the ‘value’ of such a dealership waxed and waned as Genie policy moved from rigorous territory protection to open territories to more direct sales.

It would seem that with this move Genie is going back to its roots, which makes sense given the high cost of trying to handle sales and support of this business directly. It has also been increasingly difficult for a single sales team to manage to maintain the same enthusiasm and dedication to selling a single material lift for a thousand or so while at the same time working on prospects for boom lifts retailing at £40,000 and up to over £100,000.

Most of the distributors appointed today already have a strong track record of selling Genie products to end users and local rental companies. This move can only help but build on this. A sign of a maturing industry and changing times?