Back to future: Putting 'go-to guys' in the field
Joan Gunin, Leather editor -- Furniture Today, January 18, 2009
Taking a lead from the past, several companies I report on have resurrected a practice once known as “backdoor placements” and have repurposed it for today's needs. This approach calls for putting technical pros in the field to work one-on-one with customers to answer questions, educate and troubleshoot.
High-end hide supplier Townsend Leather Home, which recently relaunched its residential division, has an in-house “mad scientist,” Product Development Manager Steve Paciolla.
Working with manufacturers, Paciolla “translates into action what their vision is and tries to duplicate it,” in color, contrast or embossing, said Sarah Eckler, Townsend's vice president of marketing.
Paciolla listens to customers in person and also sits in on conference calls between manufacturers and Townsend's sales and customer service to interpret questions.
“We add value by being flexible and responding to customers' needs with creativity,” Eckler said. “We engineer production to their specifications and help them distinguish themselves with unique product. This service has made us a better company.”
Likewise, hide resource Universal Leather looks to Joel Beckom as its field technician. Although his title is sales manager, his primary job is to educate, said President Ken Kochekian.
Beckom, a 25-year veteran of leather production, came to Universal from Leather Master after earlier stints at Leather Miracles and Lackawanna. He visits production facilities, gives presentations and provides information. With aniline leather, for example, he demonstrates, “You can't fold it because it will crease. It has to be kept flat or on sawhorses,” Kochekian said. Also, the hides must be reviewed twice, once for color and again for selection.
On the fabric side, Chris Stone, specializing in printing, dyeing and design, is also making its technical people available. Here, the “go-to guy” is John Littier, vice president of manufacturing, with 30 years on the job.
“John's job is to back up the sales reps and give them horsepower,” said CEO Brian Wygle.
Recently, a customer had issues with latex backing and blamed it on the fabric. Littier, a trained chemist, solved the problem by providing a different adhesive compound. Importantly, Chris Stone did not have to take the return.
“John can cost it out and price it right there. He understands it and can translate that to the factory,” Wygle said.
“We are providing a level of service (with our sales reps) that sets us apart from our competitors,” he said. “We are willing to do whatever it takes to get the sale.”
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