Latest News

Fish waste becomes fuel with Borger Multicrusher

A Borger Multicrusher has been installed at a cement manufacturer to chop up fish remains that are used as part of the fuel to fire furnaces.

The Multicrusher’s interconnecting cutting blades (set on a hexagonal carrier shaft) handle the 20% dissolved solids material to ensure that the fish remains (predominantly bones) are chopped efficiently so that they can be incinerated effectively.

Based on the principle of the Borger Rotary Lobe Pump, the Multicrusher has blades (instead of rotating lobes); configured for optimum chopping yields, that continuously macerate fish waste that would otherwise be economically unviable.

Using basic tools, maintenance staff at the cement plant can easily service the Multicrusher, without dismantling any pipe or drive systems. Designed with a quick-release cover to access wear parts, the Multicrusher benefits from Borger’s renowned Maintenance-In-Place design.

Borger UK

01902 798 977

www.boerger.com

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Setting New Standards in the Machining of Long and Heavy Workpieces – Nagel Vertical Honing Machines VL 15 and VL 30

Nagel introduces the high-performance vertical honing machines VL 15 and VL 30, designed specifically for machining long steel tubes, piston rods, and other heavy workpieces with standard lengths of up to 3,800 mm and diameters of up to 350 mm. Custom stroke lengths are also available upon thorough evaluation. These machines establish new benchmarks in precision and machining efficiency.

The Nagel VL series combines user-friendly operation, powerful drives, and a stable, robust design. Installed over a working trench, the machines enable workpieces to be accessed both above and below floor level. This ensures ground-level accessibility to the working areas, enhancing workshop flexibility.

With the VL 15 and VL 30, high material removal rates can be achieved in short cycle times while maintaining tight dimensional tolerances and geometrically precise bore shapes. These machines also deliver exceptional surface finishes, even on workpieces with rough pre-machining, meeting the stringent quality demands of various industries.

The VL series is also suitable for external machining, where the workpiece is mounted on the honing spindle, which performs both vertical and radial honing movements. This significantly extends the lifespan of sleeves and sealing elements, as the machining marks are oriented axially.

Equipped with an advanced automatic measurement system, the machines

achieve shut-off accuracy of 0.01 mm, even when machining long tubes with material allowances of up to 1.0 mm. This ensures consistently high manufacturing quality while minimizing operator effort.

Nagel honing machines are indispensable for companies prioritizing top precision and efficiency. The compact design of the VL series saves valuable floor space while delivering the stability required for machining large and heavy workpieces. They are the perfect solution for industries relying on cutting-edge technology in heavy machining.

With the VL 15 and VL 30 vertical honing machines, Nagel offers a forward-thinking solution that not only enhances production quality but also reduces production costs—a clear competitive advantage in an increasingly demanding market.

www.nagel.com

  

 

FS-Elliott Expands FSE-TurboCool® Lubricants and Additives to Elevate Centrifugal Compressor Performance

FS-Elliott Co., LLC, a leading manufacturer of oil-free centrifugal air and gas compressors, is proud to announce the launch of its expanded line of FSE-TurboCool premium lubricants and additives. These advanced solutions are designed to enhance lubrication, improve performance, and extend the life of centrifugal compressors, meeting the evolving needs of operators worldwide.

The expanded FSE-TurboCool line includes:

  • FSE-TurboCool 32 & FSE-TurboCool 46: Advanced synthetic lubricants formulated with a gas-to-liquids process that offer superior wear protection, minimize sludge and deposits, and perform well under extreme conditions. These lubricants extend compressor life and reduce maintenance costs, ensuring dependable operation.
  • FSE-TurboCool PG: Eco-friendly polyglycerol-based lubricant that resists varnish formation and provides long-lasting performance in demanding environments. This formulation reduces wear and buildup, supporting consistent efficiency and reducing interruptions.
  • FSE-TurboCool FG: Premium mineral oil meets high purity standards for industries like food processing and pharmaceuticals. NSF H-1 compliant and FDA-approved for incidental food contact, FSE-TurboCool FG is non-toxic, colorless, odorless, and tasteless, ensuring safety and stability.
  • FSE-TurboCool CC: Synthetic additive that enhances the solvency of hydrocarbon-based lubricants such as TurboCool 32 or 46. It reduces varnish formation and oxidative instability, cleans metal surfaces, and revitalizes lubricants for extended performance.

“FS-Elliott’s expanded FSE-TurboCool product line reflects our commitment to delivering innovative, high-quality solutions that meet the needs of compressor operators,” said Roger Beavans, Product Manager at FS-Elliott. “These lubricants and additives are engineered for peak performance and reliability, ensuring equipment operates efficiently and safely in any condition.”

The enhanced FSE-TurboCool formulations help operators achieve optimal performance, minimize downtime, and extend equipment lifespan. FS-Elliott remains dedicated to providing industry-leading solutions that operators trust for reliable, high-efficiency operations.

For more information on FSE-TurboCool lubricants and additives, visit https://www.fs-elliott.com/compressor-lubricants-additives.

FS-Elliott Co., LLC, a leading manufacturer of oil-free centrifugal air and gas compressors, is proud to announce the launch of its expanded line of FSE-TurboCool premium lubricants and additives. These advanced solutions are designed to enhance lubrication, improve performance, and extend the life of centrifugal compressors, meeting the evolving needs of operators worldwide.

The expanded FSE-TurboCool line includes:

  • FSE-TurboCool 32 & FSE-TurboCool 46: Advanced synthetic lubricants formulated with a gas-to-liquids process that offer superior wear protection, minimize sludge and deposits, and perform well under extreme conditions. These lubricants extend compressor life and reduce maintenance costs, ensuring dependable operation.
  • FSE-TurboCool PG: Eco-friendly polyglycerol-based lubricant that resists varnish formation and provides long-lasting performance in demanding environments. This formulation reduces wear and buildup, supporting consistent efficiency and reducing interruptions.
  • FSE-TurboCool FG: Premium mineral oil meets high purity standards for industries like food processing and pharmaceuticals. NSF H-1 compliant and FDA-approved for incidental food contact, FSE-TurboCool FG is non-toxic, colorless, odorless, and tasteless, ensuring safety and stability.
  • FSE-TurboCool CC: Synthetic additive that enhances the solvency of hydrocarbon-based lubricants such as TurboCool 32 or 46. It reduces varnish formation and oxidative instability, cleans metal surfaces, and revitalizes lubricants for extended performance.

“FS-Elliott’s expanded FSE-TurboCool product line reflects our commitment to delivering innovative, high-quality solutions that meet the needs of compressor operators,” said Roger Beavans, Product Manager at FS-Elliott. “These lubricants and additives are engineered for peak performance and reliability, ensuring equipment operates efficiently and safely in any condition.”

The enhanced FSE-TurboCool formulations help operators achieve optimal performance, minimize downtime, and extend equipment lifespan. FS-Elliott remains dedicated to providing industry-leading solutions that operators trust for reliable, high-efficiency operations.

For more information on FSE-TurboCool lubricants and additives, visit https://www.fs-elliott.com/compressor-lubricants-additives.

Brady reimagines 76mm core label printing

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Identification specialist Brady Corporation’s new BradyPrinter i7500 for 76mm core label rolls automatically adjusts all of its settings when new consumables are loaded. Ready to print in just 40 seconds, the printer also removes all calibration waste by printing the first label right. Set up, don’t touch? The approach in most industries to high volume, high precision thermal heat transfer 76mm core (3’’ core) label printing to date has almost always been “set it up and don’t touch”. Crucial for traceability and compliance, yet excruciating to set up and calibrate, the 76mm core label printing experience has been a notorious pain point for many manufacturing, electronics, electrical and laboratory industries. Ready in 40 seconds Not anymore. In a new proprietary printer model, global identification specialist Brady Corporation removed all label printing hassle to redefine the 76mm core label experience. “The new BradyPrinter i7500 does not require users to adjust sensors, heat settings, define label dimensions or waste labels in calibration”, says Ömer Adisen, Product Manager benchtop printers & software at Brady Corporation. “We call it LabelSense. The technology reduces the frustrating trial and error 1/3 www.bradyeurope.com of manual printer calibration to print readiness in just 40 seconds.

That includes loading Brady consumables, designed so they can only be loaded the right way.” Efficient, flexible printing The new BradyPrinter i7500 with LabelSense technology makes high precision 76mm core label printing a lot more intuitive, and efficient. There is no need to maintain multiple printers just to avoid the classic consumable and calibration hassle. “All optimal settings are already preloaded and the printer automatically recognises every Brady consumable. The i7500 offers considerable print flexibility by enabling users to switch from printed circuit board labels to rating plates, raised profile labels and cable sleeves, or between relevant specialised laboratory labels, in just 40 seconds.

Even when loading the tiniest 3.18mm QR-coded labels, the i7500 prints the first label right, reducing waste and supporting sustainable label printing practices.” Open core In addition to auto-calibration, the BradyPrinter i7500 can print 76mm core labels from any manufacturer in manual mode. “When considering a switch to the new label printing experience provided by the BradyPrinter i7500, there is no need to devalue current label stock. The BradyPrinter i7500 can print any 76mm core labels, from any manufacturer, with great speed and precision.” ©2022 Brady Worldwide Inc. 2/3 Software compatible When combined with Brady Workstation label design, the software instantly recognises the dimensions of loaded Brady consumables for fast and intuitive label creation. Next to label design protection, Brady Workstation also includes an easy scan to print app and a data automation app to print labels at the right time with the right ERP-system data. The BradyPrinter i7500 supports print languages like ZPL, and can print labels via other label design software. Premium printing redefined “The new BradyPrinter i7500 defines a new premium high precision printing experience for 76mm core labels”, Ömer says. “Fully automated calibration enables printing on different consumables within 40 seconds. Supported by a clear user interface on a large on-board screen, the i7500 prints a wide range of labels without any hassle. We can provide a hands-on demo at your premises to show your teams just how intuitive label printing can be.” For more information, contact Brady via This email address is being protected from spambots. You need JavaScript enabled to view it., or visit www.bradyeurope.com

FLIR: First choice for security at Intersec 2025

FLIR will highlight its industry-leading security and safety solutions at Intersec 2025 (Dubai World Trade
Centre, 14-16 January), specifically focusing on visible cameras, thermal cameras and radar systems for use
in challenging environmental conditions and applications. Whether it is 24/7 perimeter monitoring, long
distance intrusion detection or fire protection, visitors to Booth SA H11 will discover that FLIR has the optimal
solution.

FLIR Securities Intersec tradeshow Banners

A case in point is the FLIR Quasar Premium Bullet AI digital visual camera for the intelligent monitoring of
outdoor sites in demanding environments. The Quasar Premium Bullet AI captures critical evidential and
forensic video in 5 MP or 4K Ultra HD. Notably, it integrates FLIR Deep Neural Network (DNN) based Edge
AI video analytics to detect and accurately classify humans and vehicles, while the adoption of FLIR Nexus
enables object geo-tracking.
 
FC Series AI main image
 
FLIR Nexus brings edge communication to FLIR security solutions, allowing users to monitor activities in real
time. This seamless connection permits FLIR devices to communicate with each other, ensuring the end-to
end detection and tracking of targets.
 
Nexus logo final pos
 
Also in the spotlight at Intersec 2025 will be another 5 MP network camera, the FLIR Quasar Premium Mini
Dome AI. This discreet surveillance camera utilises high-end cybersecurity safeguards, providing advanced
AI, video analytics and situational awareness in challenging operation conditions.

Another technology prominent on the booth of FLIR will be thermal security cameras. Thermal cameras excel
in challenging conditions like fog, dust and complete darkness, making them ideal for 24/7 perimeter
monitoring and long-distance intrusion detection.

Thermal imaging solutions on display are set to include the FC-Series AI-R thermal radiometric camera for
the detection of hot spots and combustion risks in harsh outdoor environments and remote areas. Upon
detecting a significant temperature change, the camera promptly sends an alarm to the Video Management
System (VMS) for swift deployment of response tactics. FLIR’s United VMS, which supports pan/tilt/zoom
(PTZ) tracking, offers enhanced cybersecurity, analytics and integration with third-party systems.
Elsewhere on the booth, visitors will discover the FLIR FC-Series AI thermal analytics security camera: a
reliable, cost-effective way to protect perimeters from intrusion. AI analytics capability enhances situational
awareness and incident detection, enabling users to make informed response decisions.
 
FH Series R PTZ
 

Also at Intersec will be the FLIR FH-Series R multi-spectral fixed camera for early fire detection, which
integrates thermal imaging with 4K visible imaging to provide rapid visual verification of hot spots before they
ignite. This technology is particularly useful in industrial facilities, warehouses and fuel storage areas. Show
visitors will also be able to see a model from the same product family, the FLIR FH-Series R PTZ, which
offers fixed pan-tilt-zoom capabilities.


From a radar perspective, FLIR has plenty to offer. Advanced radar solutions, available in both long-range
2/3
and short-range options, offer the precise detection and tracking of objects such as people and vehicles,
making them particularly effective for perimeter security.


At Intersec, FLIR is set to showcase its Elara R-290 compact commercial ground radar for the early detection
and warning of intruders. Radars can track targets in all weather and lighting conditions, offering position
intelligence via dynamic mapping of humans (200m range) and vehicles (400m range) in real time.
Incorporating advanced imaging and radar solutions can be a game-changer for any security, safety or fire
protection project. However, true customer advantage and added value requires more than the deployment
of technology alone. It requires a strategic combination of expertise, cutting-edge technology, innovation and
forward-thinking vision. This is where FLIR excels, as visitors to the booth at Intersec 2025 will discover
when they engage with FLIR’s friendly team of expert professionals.



Fast spill response with improved Rigid-Lock QuickBerm Lite

Protect your environment with the efficient, space-saving spill containment berm from Brady. Its patented Rigid-lock design ensures quick deployment and easy setup, what makes it ideal for fast spill response.

Benefits:

  • The sturdy, portable berm offers 100% leakproof containment, making it ideal for a wide range of spill prevention needs
  • Save time and effort with our one-piece design
  • The exclusive wall support system features durable stainless-steel braces that securely lock into place at a 90-degree angle
  • The reliable containment system features robust walls and anchor points that can withstand 64 KPH (40 MPH) winds, preventing the berm from moving into the stowed position
  • The PVC-coated fabric is highly resistant to ultraviolet rays and chemicals, ensuring long-lasting performance even with repeated use

Check-out available dimensions >>

Brady Corporation
www.brady.eu

The Hills Are Alive with the Sound-Thinking of Sustainability

As the saying goes: ‘Don’t judge a book by its cover’. A partly submerged tank containing a chopper pump and a mixer at Hendwr Farm’s biogas plant probably won’t win any industry awards in the ‘aesthetically pleasing’ category. But who cares? Least of all, Phil Hughes, who runs it.

A traditional hill farm in North Wales that produces lamb and beef? Yes. A highly innovative visionary business that leads the way in diversification by taking a truly circular view of its future? Ditto.

The farm (about 25 miles west of Wrexham) began in 1902, when it was purchased by Phil’s great grandfather, Cadwalader Jones Hughes.

‘Diversification’ is of course a big current buzz word, and good job too, but John Hughes (Phil’s father), saw the benefits of it back in the late 1960’s when he began offering camping at the farm, which then evolved into the thriving Hendwr Caravan Holiday Park. Income from the serenely-set medium-sized static caravan holiday park was and continues to be a success, but its growth meant plenty of electricity consumption, so as the next Hughes’ generation brought its influence to bear, Phil (in 2011) went ahead with the introduction of ground-mounted solar panels.

“We wanted to limit external inputs into the farm,” he said, “and when we saw the benefits of this first venture into renewable energy, we started looking at how else we could expand it.”

Producing a modest amount of manure from 120 Angus calves, a plan emerged to combine this with waste, corn and chaff to feed a biogas plant that would not only produce energy, but fertiliser too, which especially given the rising costs, the farm didn’t really want to have to buy any more. The key ingredient though would be to use chicken litter, which has proved to be a very fast and efficient feedstock.

‘Strong financial case for making this source of renewable energy work’

“I would say that when we started building our biogas plant in 2015, we were gloriously ignorant,” added Phil Hughes. “It was a thousand times harder than we thought it would be! – but when you look at the value of farm produce compared to the value of anaerobic digestion (AD), there’s a strong financial case for making this source of renewable energy work and work well. Food is so undervalued. We’re incentivized as farmers to produce food as cheaply as possible, rather than look at the whole food cost and the effect on land and our wider society.

“We have almost 100 control signals on our biogas process, so if something isn’t right and an alarm goes off (typically in the middle of the night!) you have to deal with it straight away if you want to keep the plant up at its target performance levels, which for us, is a minimum of 95%. We have a 200kW engine, and a digester that very much fits our farm size. I’ll admit that we’re obsessive about maintenance, but we have to hit high numbers to be profitable, and you just can’t neglect the biological process. It’s not like a light that you switch straight on. It takes time to come back to full production, so time is money. To keep our system running at its optimum levels, we’re always absolutely on it. We take regular samples, and over the years have learned what good biology is, so that we know what to do and what not to do.”

For its 90m3 reception tank, Hendwr invested in a chopper pump and a mixer from Landia to blend the incoming feedstock into a very homogenous mix.

“The only problem we had,” continued Phil, “is that after six years of continuous use, we eventually killed the pump! It was cast iron and was basically being asked to do something that it wasn’t designed for. The low pH, running at 3.8, had over time, made everything corrode. We very much wanted to stay with Landia, but to upgrade to stainless steel, this meant a short wait, so they kindly helped us out with a temporary replacement so that we could keep producing gas. The Landia Chopper pump is very effective and reliable, continuously reducing particle sizes, ready for the liquid to go through into our milling and micronizing lines.”

During lockdown when some of us put on far too much weight and drank far too much, Hendwr far more wisely relieved the boredom by learning how to dewater digestate and slurry to get not only a dry, stackable solid, but a polished water that’s dischargeable into water courses. This has resulted in the development of Ekogea, whose BioComplex product maximises biogas outputs and improves commercial viability, as well as reducing waste digestate by up to 80% by volume. It also treats wastewater to Environment Agency permitted discharge standards. The product range helps with sustainable and profitable slurry management, provides natural fertiliser for crops and soil regeneration, and improves the health and profitability of livestock.

Phil Hughes continued: “We’ve found a way of concentrating solids so that we can now dewater very efficiently. As hill farmers, it allows us to take that digestate as valuable fertilizer safely up onto the banks, whereas slurry tankers would be dangerous with all that weight sloshing around. It’s a big advantage because we can deliver nutrients much further through the farm, which has increased our productivity. When spreading onto our land, it’s going into the plant, instead of going up into the air, which is why we're growing so much more grass on the farm, because the nitrogen isn’t being been lost to the atmosphere.

“We’re actually reducing the volumes of liquids and slurries we’re dealing with by a factor of almost 10, reusing the water to wet the dry chicken litter at the front end of our system for a much cheaper, more efficient process. When trying to dewater, covering our lagoon (5m deep), was one of the best things I ever did. We have no shortage of rain in North Wales! Dewatering offers numerous options because it is so much easier to transport. It is a very exciting piece of technology, which in addition to farming, can be used at factory sites, even if they already have a DAF treatment process. We can collapse the COD, BOD and nitrogen levels that they get charged for by the water companies.

‘Good Mixing Remains Crucial’

He continued: “At the heart of our biogas process, good mixing and pumping for that all important homogenization remains crucial. When the Landia team turn up to carry out maintenance, they are armed with good client data. We could be made to feel that we’re just a small customer out of thousands, but they know our names, know exactly what they are doing and provide very attentive, enthusiastic service. They’re good lads. Hitting our performance target means having the right machines, the right service, and the right after-sales, which we’ve always had from Landia.”

01948 661 200

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www.landia.co.uk

New Separator provides benefits for dairy farmer

A Separator from Borger has helped a dairy farmer provide bedding material for his 240 cows, as well create useful feedstock for his biogas plant.

Also utilising control technology from Borger and a BLUEline rotary lobe pump, the dry solids (DS) content can be continuously adjusted with ease. Thus, the farmer is able to select a high DS content (>30 %) for use as bedding material, and a low DS content (approx. 22 %) when the solid phase is to be delivered to the biogas plant.

The installation has created a 25% saving on storage capacity, and furthermore, the bacteria count in the cow’s milk has reduced to a very low level since the switch from straw to the separated manure.

Designed and built by Borger, the control unit of the energy-efficient Bioselect RC 40 Separator coordinates the operation of the feed pump, the liquid phase pump and the Separator. Automatic separation at required times can also be selected.

For easy maintenance and long-service life, the Bioselect RC 40 is also designed so that the drainage and press channels are positioned one after the other, which helps preserve the filter unit. The rotating clearing auger is also designed in such a way that it does not come into contact with the screen. Abrasive parts cannot cause any damage to the surface area here; helping increase the longevity of all components.

Borger UK

01902 798 977

www.boerger.com

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Enerpac Cutter Spreads and Cuts in One

The Enerpac ECS-Series Cutter Spreader combination tool features powerful jaws that can cut and spread, bringing a versatile and simple tool to industrial customers.

Two Tools in One
With a 30cm maximum aperture, the powerful spreading jaws apply five tons of force to quickly open workpieces and expose the internal parts of vehicles, appliances and other industrial equipment. A pair of large blades grip and cut through extensive sections of sheet metal and similar materials, streamlining and accelerating the cutting operation. Whether recycling appliances, removing impediments or cutting materials down to size, the Enerpac Cutter Spreader combination tool is the ideal tool to access required parts and get the job done.

Easy to Use
The Cutter Spreader combination tool is an innovative and simple design that offers both cutting and spreading action in a single plug-and-play tool without the need of pumps, hoses or batteries. The tool only weighs 15 Kg and features a rotatable head for optimal positioning of the jaws on the workpiece. A large control knob positioned directly at the front of the handle makes it easy to activate the jaws, regardless of how the tool is positioned.

Fast and Powerful
The Cutter Spreader combination tool's wide aperture blades are able to grip and cut a large variety of work pieces within two to three seconds. Unlike typical spreading tools that deliver only one ton of spreading force, the powerful ECS-Series tools generate over five tons of force to get the job done fast and with ease.

For more information on the Enerpac ECS-Series Cutter Spreader tool, visit www.enerpac.com.

Clean Air Solutions on Show at Southern 2025

Industrial clean air specialist Filtermist Limited will be showing two of its latest innovations on stand F245 at Southern Manufacturing 2025. The UK manufacturer will be launching a brand-new mobile stand for its larger Filtermist oil mist filters, as well as showcasing an A.erity 10-30 oil mist collector from sister company Absolent AB.

The new portable stand is designed to make it simple to move a Filtermist oil mist filter to wherever it’s needed and is ideal for use on grinding applications when used with a cyclone pre-filter. The height of the stand also makes it easy for the Filtermist unit to be serviced and maintained – helping customers comply with Working at Height Regulations 2005.

Josh Palmer, Product Manager for Filtermist, elaborates, “We work closely with our key customers to identify how we can improve our product offering. As well as being perfect for any applications where enhanced flexibility is required, this new mobile oil mist extraction solution is also ideal for customers that would like to trial a Filtermist unit before committing to a permanent installation.”

Filtermist will also be showcasing an A.erity oil mist filter at the Farnborough show for only the second time since the new product’s launch in 2023. Key Account Manager Simon Harkis, comments, “The A.erity range from Absolent is relatively new and additional models are still being introduced. The current product line-up includes filtration units with airflows from 500-4,000m3/hr, capable of handling particle loads from 5-70mg/m³. With the modular design of the A.erity range this maximum airflow can be increased further to 12,000m3/hr using multiple units driven by one controller.

“A.erity units include multiple filtration stages with a HEPA filter as the final stage, and thanks to Absolent’s patented Catch&Release filtration media and energy efficient EcoDrive technologies, A.erity offers users up to 8760 hours of maintenance free operation.

“We have installed several A.erity units for customers across the UK and they are being very well received. Absolent also offers its A.Smart IoT monitoring solution - allowing customers to check the performance of their Absolent units from any location via an easy-to-use dashboard which can be accessed from any internet enabled device. This is a big plus for companies with multiple machines where keeping downtime to an absolute minimum is critical.”

The Filtermist team will also be reminding show visitors that it manufactures Kerstar industrial vacuum cleaners, including ATEX rated models available with a choice of compressed air or electric power. The Southern stand will include a KEVA 45H with carbon fibre kit and a KAV15 – the smallest model in the Kerstar range.

Visitors to the stand can also learn about Filtermist’s comprehensive Aftermarket division which offers spares and consumables, servicing and maintenance, and COSHH compliant LEV testing throughout the UK.

Please visit the team on stand F245 to discuss how Filtermist can support with effective extraction for oil mist, dust, fume and smoke, or go to www.filtermist.co.uk to find out more about all of the products and services available for UK manufacturers.

Empowering Technical Buyers to Make Successful Decisions

Axair’s Technical Director, Andrew Jones, explains how the Axair team are creating a dramatic change in the way you work with fan suppliers by revolting against industry behavioural norms.


I’ve previously discussed the impact of complacency and frustration in technical industries and how looking at things differently can aid competitive advantage and open the door to new opportunities. Customers deserve more than they get from industry giants, regardless of spend or size, interactions should be frictionless and foster a collaborative work environment.


Business leadership teams constantly talk about how they can improve their processes and systems, but how many spare a thought for those customers in roles where they are buying solutions for organisations. As the technical head of an engineering company I speak to a lot of customers who are buyers of industrial fans and the positive feedback following the first interaction is often overwhelming. They have a long, arduous process that sales teams really don’t appreciate or take on board when interacting with them. From self-educating and intense research to ultimately becoming subject matter experts in many niche components or applications. They want to speed this process up of course, but admittedly, none of us like to speak to a salesperson who doesn’t add value or understand our specific requirements, especially when we feel we know more about the component than the very people who are meant to be the experts. The biggest issue for buyers isn’t finding suppliers, it’s having trust in the information available, the people giving that information and mitigating the risk associated with the solutions or suppliers offering them.


Our company, Axair Fans, has a set of values that every employee embodies in their everyday activities. A key value we live by is that “We Understand, Apply and Give Back”. This means that we focus on understanding our customers’ needs before offering a solution. In an old, antiquated industry such as ours there are lots of old school salespeople, keen to talk about product features or ask the next question, and they forget to listen to what their customers are saying. This creates a huge gap in communication in a stage that is highly significant to the buyer who wants to ask questions about specifications, implementations, and the expected challenges if they transitioned to our solution.
You must be genuinely interested in your clients’ challenges to operate in this way, because ultimately customers don’t buy products, they buy the results that the product gives. To appreciate this, you must show empathy for the customers plight and build authentic and trusted relationships that take away any perceived risk of changing supplier or product. In my experience giving the buyer the control in the selection process ensures they can focus on their goals rather than being swayed down a road that is more biased towards the suppliers’ own objectives around product targets and revenue goals. This doesn’t only help the buyer to navigate to the right decision using their own goals as the compass, it benefits the supplier too. Our employees who understand, apply and give back learn more about the industry we operate in and stay up to date with the latest trends. Ultimately our customers ensure we have one foot in the real world and don’t make assumptions about buyer or customer behaviour. In an economy where one of the most popular measures businesses are taking to remain solvent, is improving efficiency, reducing friction in the purchasing journey, and speeding up selection times makes a significant contribution.

www.axair-fans.co.uk

 

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