MERLO UK has appointed Mike Rich to the role of regional sales manager, construction (west).
He will be responsible for managing the Merlo construction dealer network sales activities in the western region.
Based in Taunton, Somerset, Mike joins from machinery manufacturer LiuGong, where he managed sales activities in the south west. Prior to that, he spent seven years selling Manitou products while working for a dealer in Devon.
Mike’s journey in the industry began by demonstrating horticulture and ground care machinery. Merlo revealed that he later transitioned to selling waste services, where he progressed to key accounts. However, his passion for machinery led him back to the telehandler sector, where he gained experience in both agricultural and construction sales.
“Merlo has a strong presence in the UK, and I’ve always admired its commitment to growth and high standards,” Mike said. “This role presents a fantastic opportunity for career progression, and I’m excited to be part of such a well-established company.
“This industry is always exciting. I enjoy knowing that the products we supply are the right solutions for the end users. Building relationships and ensuring customer satisfaction is what drives me — it’s what makes good business and gives me a real sense of achievement.”
When he’s not working, Mike commentates at motorcycle events. He is also a DJ and an active competitor in motocross and trials events.
