After spending 17 years working for the leader in the overhead crane industry, I have learned the key to not only staying in front of your customers, but also becoming their trusted industry expert.
Overhead cranes are not unlike any other piece of equipment in a manufacturing plant. They are large, expensive, critical assets that must be maintained, and are very expensive to replace. The same can be said for boilers, chillers, conveyors, forklifts, and many other types of equipment. This equipment also requires specific expertise in order to maintain to OSHA standards.
The overhead crane industry has learned that these required OSHA standards are the key to penetrating new customers, and also growing existing customers. Crane service companies know that most customers do not want to self-perform required OSHA compliant inspections. Therefore, crane companies use the OSHA compliant inspection as an entry point, and a tool to stay in front of the customer. I call it the Prime Mover of their business.
The OSHA inspection is the engine that drives additional business for crane companies. Think about it, an inspection is a low cost, low risk, purchase for the end user while at the same time is fulfilling a necessary OSHA requirement. Now, here is the key to leveraging this initial sale…
Once the inspection is completed the salesperson returns to discuss the report with the client. He takes his time discussing a well-prepared report that highlights areas of concern, and educates the customer. By this point the customer, has recognized the need for repairs, training, or even new equipment. By purchasing the original inspection, the customer is now paying YOU to sell THEM.
The overhead crane industry knows that for every dollar spent on the inspection 6 to 10 dollars will be generated in additional spin business. Selling required OSHA inspections has become the Prime Mover for the overhead crane business. What is your Prime Mover?
Your business could learn a lot from the overhead crane industry!