OSRAM and Ring on the road!

Date: Tuesday 16 April 2024

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OSRAM and Ring have continued to invest in its dual branded fleet of Technical Demonstration Vans and introduced two new vans, bringing the total of vans on the road to four.

Having initially tested one workshop van with a dedicated sales engineer, Ring then tested the concept of a Hybrid Area Sales Manager. The sales manager could do regular factor calls, but then also organise workouts to pull the product through. These Garage workouts have been overwhelming supported by Ring’s customers, so the business took the decision to expand the programme. 

Now, there are four vehicles out on the road, not only supporting customers, but generating demand and increasing sell through. Most importantly, it increases Ring’s ability to explain the benefits of its Workshop Equipment ranges to mechanics, products which have been designed with the intention of being great quality and in parallel, representing value for money. 

The vans will hold a range of products from Ring and OSRAM, including lighting from both brands, as well as battery chargers, jump starters, analysers, inspection lamps and workshop lighting from Ring. 

These ranges should ensure that all mechanics have access to the right equipment to test, charge and maintain batteries during diagnostic work, as well as tools used to inspect and repair.

The vans will be run by three sales specialists, Scott Colquhoun in Scotalnd, Eshan Ali across the Midlands and Mid Wales, and Paul Williams in the South West and South Wales. The original workshop van is still available and does carry out workouts for customers up and down the country, but is also used at marketing events, customer shows and exhibitions to showcase the brands to a wider audience.

Marketing Director, Henry Bisson, said: “We have found that it’s incredibly important for technicians to not only touch and handle the products instead of just seeing them in the box or online, but to also get advice or have questions about the product answered, so they are confident when making a purchasing decision. With the vans out at garages it is helping mechanics find the best tools for their needs, and perhaps even see something they didn’t think they needed! It also gives our sales team an opportunity to get feedback from our end customers, find out what they want from both OSRAM and Ring, and how we can support them.”

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