All images by © RACA Journal www . refrigerationandaircon . co . za RACA Journal I April 2025 11
Business
BEIJER REF AFRICA LAUNCHES TRAINING ACADEMY TO UPSKILL EMPLOYEES AND ENHANCE CUSTOMER SERVICE
By Eamonn Ryan
In September 2024 , Sheridan Rogers was appointed as group training manager at Beijer Ref Africa , with the ambitious goal of establishing a comprehensive training academy that centralises all the currently widespread training facilities within the multibrand group .
This initiative launched in March 2025 , with a focus on upskilling employees , particularly in sales and technical domains , to align with the company ' s objectives of growth and customer service excellence .
Rogers embarked on the project with a thorough training needs analysis in October 2024 . By consulting internal and external stakeholders and reviewing company documents , Rogers sought to assess the skills gaps within the organisation and identify areas of training priority . Given Beijer Ref Africa ’ s sales-driven nature , the immediate focus was on sales training . " We are a sales company . We sell products , we distribute and wholesale HVAC and refrigeration equipment . Our sales staff needs to be well-trained to serve our customers effectively ," Rogers explains .
The need for a centralised training hub emerged from the analysis . Beijer Ref Africa , which operates across multiple countries and regions , has various pockets of training activity in different sectors , particularly technical training . However , there was a recognised need to consolidate and standardise the company ' s training materials and methods . The new academy aims to serve as a central resource for employees across the company and , in time , its customers as well .
The initial launch will offer both technical modules and broader sales skills development . For employees new to the industry , foundational knowledge of HVAC and refrigeration is crucial . Additionally , salespeople will be equipped with essential skills such as telephone etiquette , presentation and customer interaction — key elements that shape the company ' s service standards . The training academy ' s ultimate vision extends beyond the immediate needs of sales staff . Rogers envisions a long-term focus on employee development and customer satisfaction , which in turn will bolster sales by ensuring that customers are better informed and able to use products effectively .
The academy will offer a blend of online and practical training to ensure comprehensive learning experiences . A key feature will be an e-learning platform , allowing employees access to training materials on their PCs or mobile devices . For those without computer access , Beijer Ref Africa has set up a Computer Hub at its Denver offices and is in the process of setting up a Computer Hub in Cape Town and Durban , making the platform accessible to all .
Training equipment in the Academy .
Sheridan Rogers , newly appointed group training manager at Beijer Ref Africa .
All images by © RACA Journal www . refrigerationandaircon . co . za RACA Journal I April 2025 11