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If you're losing, change the game. Say you find yourself in a soccer game, but you discover you're not really a very good striker. Instead of retreating to the bench to sulk and concede defeat, you venture off to the parking lot and return in glory, riding a vintage dual-40-horse v-twin-powered chariot. The opposing midfielders scatter like little girls at an R. Kelly concert. The referees stand mute, too awed to pull their red cards as you speed past the net and score the go-ahead goal with a redefined "bicycle kick." You are a winner. This far-fetched analogy is more than an excuse to showcase one of history's most awesome photos; it's a lesson that has repeatedly been used successfully to increase sales of Polywater products. Polywater is now a dominant player in the cable lubricant market, but that was not always the case. The market was over-crowded with homogenous wax lube look-alikes, all competing for pennies in an endless rock-bottom commodity war. Polywater broke the rules and introduced high-performance lubricants that changed the value paradigm. When bulk cleaning solvents were cheap and plentiful, but had a nasty habit of eating the ozone and/or workers' brains, Polywater developed safer alternatives and unique packaging that limited exposure. When strict codes requiring the sealing of ducts were being "met" all over the world with the installation of saggy putty or holey foam, Polywater had a novel idea: a closed-cell foam that actually creates a seal. Polywater was founded and continues to thrive on the value concept. We strive to market the best products. We'd rather reformulate than capitulate. Salespeople who similarly adopt a value-driven, problem-solving, creative, outside-the-box sales approach are consistently at the top of the game. |
