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President John Fee once famously told the Polywater sales staff: "No one wants a drill bit; they want a hole." This Marketing Lesson 101 translates in our markets to: "No one wants cable lubricant; they want lower cable pulling tension." They want lower cable installation costs. They want reduced cable damage. They want cable pulled in fast so they can do other things. Don't approach your sales calls with an I-need-to-sell-lubricant mentality. That's how the competitors do it--because they've got nothing else. Instead, open your discussions with questions about the client's cable installation challenges and how we may help them. Lubricant can be squeezed, slathered, sprayed, blown, wiped, poured, pumped, plopped, slopped or dropped. The key is finding the best approach for a customer's circumstance and preference. A massive pool of scientific research backs up the Polywater Lubricant line and the various methods of application. An example is pumping technology, which is very popular today. We're ready to discuss our long history of studying, developing, and selling various pump types, be they hand-operated, drill-operated or truck-mounted. We can help with our pumping videos, white papers, newsletters, brochures, etc. A good place to start is with our Lubricant Pumping Resources link at the bottom of every Polywater webpage. Remember that when a customer mentions pumping, they don't really want a pump. What they're saying is that they have an application problem. Pumping is only one possible solution. Polywater can also help with lubricant selection, quantity advice, conduit system design, tension prediction, pull feasibility, compatibility questions, and so much more. Don't just sell them lube; solve their problem. |
