In this issue of the Northeastern Exposure, Richard Mest, Sales Manager, Master Water Conditioning, provides insight into today's fast changing water systems market and offers valuable advice to help you move ahead of the competition.

Change, change, and more change. That's the business environment that we all work in today. We have major companies in our industry merging. We have federal, state, and local government regulations being enforced on products and installers. We have municipal water systems decreasing our individual well customer base and we have more competition.

Who would have thought that a new company called U.S. Filter would buy up everything from Wheelabrator/Johnson Screen to hundreds of commercial, industrial, and residential water treatment companies? Who would have thought that Connecticut would mandate $300 water tests on every well in the state? Who would have thought that the state of Massachusetts would enforce water treatment product validation? And, who would have thought that the EPA, through Water 2000, would begin endorsing the development of small water systems, which greatly reduces the amount of existing and future private well systems?

Change provides a strong wake-up call to action. It's time to rethink your position in the marketplace and redirect your efforts to take advantage of the new opportunities that change provides. The first step is to take a look at your business from your customer's perspective.

Become Your Customer

Ask yourself: Why should I buy from my company? What is my company doing better than my competition? What unique products or services do I provide? How fast do I respond to customer calls? Is my service department and sales staff educated? You need to demand excellence in all work performed by your company and your employees.

The next step is to make a list of at least ten activities that you can immediately do to improve your company's customer service. Sometimes we can develop tunnel vision when looking at how our business operates. Stepping back and looking at your business from a customer's, or better yet, a competitor's perspective, can shed some light on how easy it is to make your company stand apart from the rest.

More than ever, you, the dealer, need more than just good products to help you compete. That's why Master Water Conditioning is constantly evaluating new water treatment and educational and marketing techniques to help you gain the trust of the consumer.

Education

As government regulators become more involved in our industry and consumers become more educated, dealer education becomes critical. You need to keep up-to-date with current water testing and product regulations and new water treatment techniques. Master Water Conditioning is continually committed to providing the best education to our dedicated dealers. It definitely is true that the better the dealer is educated, the more product he or she will sell. Education builds dealer confidence, which is perceived very quickly by most consumers. If you don't understand what you're selling, neither will the consumer! If you don't know the benefits or the operation of the water treatment system, neither will the consumer!

Water treatment is easy, if you know the basics. It doesn't matter if you're new to the water treatment business or have years of experience, we have a seminar for you. Contact your Northeastern salesperson to arrange for a seminar best suited to your needs. We'll work with your Northeastern salesperson to develop a comprehensive educational session that increases your knowledge, one step at a time.

[ Read a description of Northeastern's Water Conditioning Training. ]

Marketing

We introduced a new dealer catalog stuffed with new technical information, pricing, product literature, media loading charts, control valve manuals, and commercial installation schematics.

Our new consumer literature piece helps sell the needs and benefits of conditioned water to your consumer. We will also private label a Water Facts envelope stuffer for you that identifies common water problems and the damage they cause to the consumer's plumbing system or health. Contact your Northeastern salesperson to order literature and customized water facts.

The Future is Bright

Changes in the water systems marketplace are providing a tremendous opportunity for all of us. Now is the time for you to change. Don't wait. The next time you're in a home or small business to replace a well pump, tank, or plumbing fixture, talk about upgrading the products, not just about replacing them with a similar product. Consumer awareness about water quality and quantity is continuing to flourish, so take the time to talk about how you can conserve water usage and improve its quality by updating old equipment. If you see blue, brown, black, or white stains on plumbing fixtures or inside the piping system, test the water.

[ Read the Spring 2001 article: Color Clues Reveal Solutions ]

If the water is discolored or has a strange odor, test the water. They've already paid you to come into their homes, so why not do them a service and inspect their home for defective water quality. Selling them water treatment will save them money in the long run and also will make your business more profitable.

Water treatment is a very profitable business if you do it the right way. The right way means aligning yourself with a water treatment manufacturer and distributor that provides unparalleled service, products that really work, and foresight to keep you competitive today and into the future. Northeastern and Master Water are sure you'll see that we're both the right choice.

For more information, contact one of our water systems specialists.