PETROCHEMICAL SERVICES COMPANY TURNS TO CLEARBRANDS FOR BREAKTHROUGH PRODUCT POSITIONING, SALES AND MARKETING SOLUTION.

Transforming a Industrial Power Washing Company into a Power Selling Machine

Product Positioning, Sales and Marketing Solution

SALES AND MARKETING CHALLENGE

The limiting technology of high-pressure water heat exchanger tube cleaning was forcing petrochemical plant turnaround managers to accept significant trade-offs in heat exchanger performance, safety, and production down time.

Conco’s patented mechanical tube cleaning technology was superior in comparison to traditional high-pressure water competitors and delivered significant savings to petrochemical plant customers. Conco management knew their process created real savings, but had not fully researched and measured the value it created. Its sales team struggled to clearly illustrate and communicate the value of their unique system, making it difficult to access senior petrochemical plant decision makers. Conco’s price was continually scrutinized by purchasing managers that were fixated on lower price competitors. Not convincingly documenting and demonstrating the superior value of its system was painting Conco as “just another power washing vendor”, making it challenging to capture value-based fees and grow new contracts in a significant way.

SALES AND MARKETING SOLUTION

Conco retained the Pittsburgh marketing firm, ClearBrands, to help its team design and implement a Product Value Impact™ sales process for achieving 2 goals:

  1. Build brand name awareness as the hands-down industry leader for heat exchanger turnaround solutions

  2. Enable its sales team to transform the way it reaches, pitches and wins large, high-value petrochemical customer contracts

The sales and marketing solution required adopting a new philosophy for documenting and demonstrating superior customer value. New customer value stories were packaged and implemented in a targeted B2B marketing campaign that now produces a constant stream of new sales meetings with petrochemical company decision makers. Conco’s sales team is armed with overt and compelling product presentations that enable them to pitch and win new value-based fee contracts. The new industrial sales and marketing process has produced year-over-year sales growth records for Conco’s petrochemical division.

PRODUCT VIDEO FOR MARKETING:

Watch the Value Impact Video™ ClearBrands developed that helps Conco’s sales team “clear the fog” by convincingly demonstrating compelling operational advantages their system delivers to petrochemical customers.

SALES AND MARKETING TESTIMONIAL VIDEO:

Hear Conco’s team share how the ClearBrands sales and marketing program helps them stay focused, go faster, and win more.