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False advertising can have opposite the intended affect. Exaggerated claims of capability can turn off customers who might otherwise be willing to use a product for its true abilities. In the long run, customers appreciate honest information and reward forthright salespeople and their businesses with long-term patronage. They ultimately reject those who make inflated claims that aim for a quick sale. Polywater benefits from this business philosophy because our products are typically engineered to be superior in their narrow niches. We don't spend a lot of time marketing products for untold other uses, even though they may be suitable. We prefer to be the best in a defined market rather than adequate in a broad market. Polywater has survived and thrived even though many competitors don't operate with the same standards. Examples over the years include virtually meaningless claims in literature of lower average coefficient of friction (COF) numbers for their brand of cable pulling lubricant. The problem is, installers don't pull an average of cables; they pull one specific type at time. Another trick is to test a lubricant on multiple cable jacket and conduit combinations and report the COF for only the best result as if that applies to all combinations. It's much harder to convince customers that it's not that simple, and that they must select an appropriate lubricant carefully. Many competitors lack the technical depth to answer tough questions adequately. They respond with mumbo-jumbo or half-truths they think will satisfy the customer. Glad-handing won't get cable installed. For Polywater salespeople, "I don't know, but I can look into it" is a perfectly acceptable answer. Our excellent lab personnel welcome technical challenges and help customers often. Travel the high road; that's where the happy customers and new product ideas are. |
