How to build, as a reseller, a refrigeration equipment offer for your customer

Why a well-built offer matters

When a customer — whether they are opening a food store, a neighbourhood supermarket or a HoReCa establishment — asks you for a refrigeration equipment offer, they are not looking for a list of products. They are looking for a complete solution, tailored to their space and their business. As a reseller, your ability to deliver that solution is what makes the difference between a won order and a missed opportunity. Here is how to approach this process step by step.

Step 1: Identify the customer's real needs

Before selecting any equipment, ask the right questions:

What type of products will they display or store? Cold cuts, dairy, fresh meat, pastry and confectionery products, beverages, or a combination?
What is the floor area and layout of the space? A floor plan, even a rough sketch, helps you size everything correctly.
What is the customer footfall and restocking frequency? A high-turnover store needs greater cooling and display capacity.
Is there already an adequate electrical installation? Professional refrigeration equipment may require dedicated circuits.
What is the approximate budget? You can calibrate the offer between new equipment, refurbished second-hand equipment, and made-to-order options.

With these answers in hand, move on to the actual selection of equipment.

Step 2: Choose the right equipment for each area

Display of food products

For cold cuts, dairy and vacuum-packed meat, horizontal display fridges are the standard in food retail. MODACO manufactures in Romania, at its own workshop in Găești, display fridges from the VF1000, VF1000D and VFX1000 series, also available made to order, in the exact dimensions of the customer's space — a real advantage when the layout has length or configuration constraints.

For fresh meat, include ventilated display fridges with adjustable temperature between 0 and +8 °C (set to 0/+2 °C for fresh meat) in the offer. If the operation also involves meat ageing, these are the only display fridges that feature humidity control — an essential element for the process.

Pastry and confectionery products require vertical display fridges with appropriate lighting and specific temperatures, different from those for meat or cold cuts. Do not combine them in the same display fridge.

Storage and production

Beyond display, every establishment needs cold storage space: cold rooms (installation carried out on request, at an additional cost), upright and under-counter refrigeration units for the work area, chest freezers and freezers for frozen products. A complete offer covers the entire chain, from goods receipt through to display.

Associated equipment

Ice machines, metal shelving and other equipment complete the fit-out, depending on the establishment's profile. Remember to include them if the customer needs them — an offer that resolves everything from a single supplier is far more valuable.

Step 3: Structure the commercial offer

A clear and professional offer includes:

A list of equipment with relevant technical specifications (operating temperature, dimensions, energy consumption);
Delivery lead times — for in-stock products, delivery is within 24–48 hours; for VF display fridges manufactured to order and for imported products, the lead time is 15–25 working days;
Warranty conditions — MODACO provides a 12-month commercial warranty from the date of delivery for manufacturing defects; replacement parts are free of charge and shipped at MODACO's expense, while labour and technician travel costs are borne by the customer;
Information on WEEE obligations — as a distributor, the partner collects the customer's end-of-life electrical equipment at the time of delivery, including in the case of direct delivery.

Step 4: Make use of the MODACO B2B Partner Programme advantages

If you distribute or resell refrigeration equipment and are not yet a MODACO partner, this opportunity is worth exploring. The B2B Partner Programme is dedicated to companies registered in Romania that resell the equipment: physical and online stores, installation companies, distributors.

Approved partners benefit from a personalised partner discount, determined by the MODACO team based on the company's activity, plus a volume discount for orders of at least 10 units of the same product. In addition, you receive a product feed (XML, CSV, files for Shopify, WooCommerce and PrestaShop) and the PDF catalogue with your partner prices — tools that greatly simplify building offers.

Another concrete advantage: direct delivery to your customer, anywhere in Romania. The parcel includes the delivery note without prices, and the invoice remains in your company's name. The customer receives the goods; you manage the commercial relationship.

The partnership application is submitted from the programme page on the website, with the company's details. The MODACO team reviews it, sends the contract by courier, and partner status becomes active upon receipt of the signed contract.

Build relationships, not just transactions

A well-thought-out refrigeration equipment offer positions your company as a trusted partner, not merely an intermediary. Customers who feel you have understood their needs and proposed the right solutions come back and recommend you. Use every project as an opportunity to consolidate your reputation.

For details about available equipment or to build a tailored offer for your customer together, contact the MODACO team at 0727.324.787.