Question

Topic: Strategy

Selling A High Temperature Grease

Posted by sanjay.bahl on 3/29/2011 at 4:29 AM ET 125 Points
We as an Industrial Distribution business, in India. have found a very good friend as a manufacturer of a special High Temp. grease. He is exclusively producing this grease for us. The grease is really exceptional and high quality. But the Grease brand is only known to a few customers though us, We believe in the product and want to market it with a GREAT ZEST and PASSION.

It's Applications are in Sugar Mills, Heavy Industry, power plants, Construction, General Industry. which are a plenty

We are Distributors since long and have in depth technical knowledge of Industrial maintenance, Anti wear alloys , and lubrication

I need your suggestions on how to market this grease. Consider the fact that THis brand name is to compete among Big Names like Servo, HP, Indian oil.

Marketing it to existing customers is not a challenge , but to approach new customers with it, and to remove those decades old brand names form their mind is.

My Observations over the last six months "on why customers have inertia to change" are as below:

1) Some customers get a commision / bribe on a existing grease
2) some say that we are not facing any troubles with our present grease ,why should we change
3) some are unaware of such speciality greases and appreciate but are concerned about it bieng costlier
4) Few of them have accepted its cost, its benefits and are our customers :)

Please shower your creative ,innovative tips on how i can promote this.


regards
Sanjay


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RESPONSES

  • Posted on 3/29/2011 at 6:00 PM Accepted
    Hmm, sounds much like the situation the synthetic oils ($$$) vs. conventional oils ($) went through in the automotive industry past 15 years or so. The people that even cared about the debate were either staunch brand loyalists or uber hobbyists. Most others likely had their oil changed by a quick change shop, used with what was specified by the dealer or bought what was on sale. I'm guessing the synthetics didn't really take off until the dealers started requiring it.

    IDEA:
    Perhaps you can start a partnership with the equipment manufacturers and backed by proven testing results, have them spec your product.

    _______________________________________

    Personally, I was always impressed by empirical data of sorts: remember the compelling glowing red, high-revving engine in the old TV commercial that compared the heat generated from conventional oils versus synthetics? Call me a sucker, but that made an impression upon me (fear tactic) and I bought in to the synthetics.

    IDEA:
    Show the data in an easily understood and compelling way. Likewise, illustrate the returns on investment with relative examples.

    Good luck!
    Terry
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