Aerial Work Platform Manufacturer Reaches Lofty Goals
"Don't look back," said baseball legend Satchel Paige. "Somebody might be gaining on you."
Had he been talking about the business world rather than the sports world, the advice would be just as sound. In other words, no matter how far ahead of the pack you may be, keep your focus straight ahead. The competition won't catch you if you keep pouring it on. It's a philosophy that has served Elliott Equipment Company well for more than 65 years. The Omaha-
Had he been talking about the business world rather than the sports world, the advice would be just as sound. In other words, no matter how far ahead of the pack you may be, keep your focus straight ahead. The competition won't catch you if you keep pouring it on. It's a philosophy that has served Elliott Equipment Company well for more than 65 years. The Omaha-
based manufacturer of truck-mounted aerial work platforms . . . which includes the popular HiReach™ line . . . has a well-deserved reputation as an industry leader and a world-class manufacturer. The company's goal is to keep it that way.
"You won't find us resting on our laurels," says Jim Glazer, Elliott Equipment's president. "Our mission is to continue to build top-quality, reliable machines that surpass ordinary standards."
Along with the Hi-Reach™ line, those machines include VersiBuilder™ (concrete handling equipment) and SkyWalk™ (oversized work platforms). In each case, the product is top-of-the-class in all categories: safety, performance, appearance, service, etc. Achieving that status has been the result of always striving for perfection.
And that means paying attention to every customer complaint . . . even when they're few and far between. Which was the case with the paint that Elliott had been applying to their equipment.
"We were getting occasional complaints about our finish not holding up well," reports Jim Umshler, the company's plant superintendent. Elliott's products are covered by a one-year warranty on the finish. But more than merely outlasting the warranty, Umshler wanted a paint that would protect the equipment for many years, usually in very rough operating conditions.
Taking a Beating
"Given the markets we serve, our equipment does take a beating in the field," Umshler says.
Those markets include DOTs, industrial maintenance departments, mining operations, and sign-hanging businesses. Elliott equipment is sold all over the world, and used in all types of climates . . . often in coastal areas where saltwater spray is particularly threatening to a paint job. In late 1999, Umshler began to look for a coating system that would be more up to the challenge.
His search began with Redshaw Paint Supply, Inc., a paint dealership also located in Omaha.
"They were looking for a better quality (paint) product," recalls Andy Weissinger, president of Redshaw Paint Supply. "There were a number of factors to consider. We listened to what Jim Umshler had to say, and we then suggested that they test a system from DuPont Industrial Coatings."
Chief among Umshler's requirements was durability. The topcoat in the system that Redshaw's sales rep Steve Taylor recommended was DuPont's IMRON® 333, a high-solids urethane that is strongly resistant both to corrosion and scratching.
"I also needed something that would be consistent," adds Umshler, "where I would get the same color from one month to the next."
And since Elliott Equipment Co. uses three different independent body shops to paint their equipment, ease of application would help keep this expense down. The 2-part DuPont system starts with a coating of Corlar® 525-333 epoxy primer that requires nothing more than a good washing of the bare metal before application.
Testing the new system began in late 1999. "I sprayed some metal plates," Umshler recalls. "Set them out in the weather . . . sun, cold, rain, even threw some saltwater on them and scratched them up to see how any rusting areas would affect the rest of the paint. On other pieces I did the same with the paint we had been using.
A Tremendous Difference
"After about six months of exposure, I brought the test samples back in and compared DuPont vs. the other. I could see a tremendous difference!"
The DuPont system was clearly superior. Umshler took his findings to Glazer, who was already predisposed to a switch to a "nationally known" paint. The decision was made in April 2000 to finish all Elliott products with this system from that point on.
But even then, Umshler had to try one more test. "When the first truck that we painted with the IMRON® system came back from the paint shop," he reveals, "I took a quarter out of my pocket and went to a few inconspicuous spots and tried to scratch the paint off. I really had to work at it to be able to nick it any. IMRON® really is tough stuff."
Even so, Umshler knows that falling tools and flying debris, along with general misuse by the customer, will still necessitate paint repair work, albeit not as often as before. Such repairs will generally be handled by the dealership that sold the product, and these dealers are spread all over the United States. Therein lies a few other benefits to the switch to IMRON®.
Nationwide Coverage
"With the DuPont paint, our dealers now have full nationwide coverage," notes Umshler. "It's a pain in the neck for us to have to ship paint out to a dealer, what with the special permits you need.
"DuPont has better coverage around the country than anybody else. No matter where our dealership is located, they'll have no problem reaching a DuPont representative. "
And they can count not only on getting the exact color as the original finish, they can also expect the original finish to still look . . . well, like the original finish. "That's another thing about IMRON®," says Umshler. "It has such good color and gloss retention that if you have to touch up a piece even a few years later, the new color will still match up well because the old paint just doesn't fade much!"
IMRON®'s durability and consistency gave Umshler exactly what he was looking for. "This change of paints was driven by our emphasis on customer satisfaction," he reports. "The DuPont system is more expensive than what we had been using, but here's the kicker: since we went to the IMRON® system, field complaints have been cut by at least 75%. That in itself makes the added expense worthwhile."
But there are other benefits. One of them is in having a qualified DuPont Industrial Coatings distributor, Redshaw Paint Supply, as his paint vendor.
Usage Reports
Umshler: "They're really good. If I call with a problem, I get a quick response. Plus, I can call them at any time and get a usage report." That report is very helpful since Elliott Equipment supplies its painting contractors with the DuPont coatings; any unusual usage by a paint shop is easily spotted.
Another benefit is in color selection. While most of the equipment the company makes is sold in a stock, "Elliott red-and-white" color scheme, the remainder is painted per the customer's specification. No problem, says Umshler. "DuPont can get us just about any color we want in that commercial grade IMRON®."
OK, so the DuPont system is helping Elliott Equipment improve customer satisfaction. But what about prior to the sale? Does it make their products more marketable?
"No question about it," says Glazer, the company's president. "Number one, the color richness and gloss is very appealing. And number two, DuPont has a very good name which our customers can relate to. People know IMRON® will hold up well in the field.
"And let's face it: we sell the 'Cadillac' in the industry . . now we have the 'Cadillac' finish on it."
"You won't find us resting on our laurels," says Jim Glazer, Elliott Equipment's president. "Our mission is to continue to build top-quality, reliable machines that surpass ordinary standards."
Along with the Hi-Reach™ line, those machines include VersiBuilder™ (concrete handling equipment) and SkyWalk™ (oversized work platforms). In each case, the product is top-of-the-class in all categories: safety, performance, appearance, service, etc. Achieving that status has been the result of always striving for perfection.
And that means paying attention to every customer complaint . . . even when they're few and far between. Which was the case with the paint that Elliott had been applying to their equipment.
"We were getting occasional complaints about our finish not holding up well," reports Jim Umshler, the company's plant superintendent. Elliott's products are covered by a one-year warranty on the finish. But more than merely outlasting the warranty, Umshler wanted a paint that would protect the equipment for many years, usually in very rough operating conditions.
Taking a Beating
"Given the markets we serve, our equipment does take a beating in the field," Umshler says.
Those markets include DOTs, industrial maintenance departments, mining operations, and sign-hanging businesses. Elliott equipment is sold all over the world, and used in all types of climates . . . often in coastal areas where saltwater spray is particularly threatening to a paint job. In late 1999, Umshler began to look for a coating system that would be more up to the challenge.
His search began with Redshaw Paint Supply, Inc., a paint dealership also located in Omaha.
"They were looking for a better quality (paint) product," recalls Andy Weissinger, president of Redshaw Paint Supply. "There were a number of factors to consider. We listened to what Jim Umshler had to say, and we then suggested that they test a system from DuPont Industrial Coatings."
Chief among Umshler's requirements was durability. The topcoat in the system that Redshaw's sales rep Steve Taylor recommended was DuPont's IMRON® 333, a high-solids urethane that is strongly resistant both to corrosion and scratching.
"I also needed something that would be consistent," adds Umshler, "where I would get the same color from one month to the next."
And since Elliott Equipment Co. uses three different independent body shops to paint their equipment, ease of application would help keep this expense down. The 2-part DuPont system starts with a coating of Corlar® 525-333 epoxy primer that requires nothing more than a good washing of the bare metal before application.
Testing the new system began in late 1999. "I sprayed some metal plates," Umshler recalls. "Set them out in the weather . . . sun, cold, rain, even threw some saltwater on them and scratched them up to see how any rusting areas would affect the rest of the paint. On other pieces I did the same with the paint we had been using.
A Tremendous Difference
"After about six months of exposure, I brought the test samples back in and compared DuPont vs. the other. I could see a tremendous difference!"
The DuPont system was clearly superior. Umshler took his findings to Glazer, who was already predisposed to a switch to a "nationally known" paint. The decision was made in April 2000 to finish all Elliott products with this system from that point on.
But even then, Umshler had to try one more test. "When the first truck that we painted with the IMRON® system came back from the paint shop," he reveals, "I took a quarter out of my pocket and went to a few inconspicuous spots and tried to scratch the paint off. I really had to work at it to be able to nick it any. IMRON® really is tough stuff."
Even so, Umshler knows that falling tools and flying debris, along with general misuse by the customer, will still necessitate paint repair work, albeit not as often as before. Such repairs will generally be handled by the dealership that sold the product, and these dealers are spread all over the United States. Therein lies a few other benefits to the switch to IMRON®.
Nationwide Coverage
"With the DuPont paint, our dealers now have full nationwide coverage," notes Umshler. "It's a pain in the neck for us to have to ship paint out to a dealer, what with the special permits you need.
"DuPont has better coverage around the country than anybody else. No matter where our dealership is located, they'll have no problem reaching a DuPont representative. "
And they can count not only on getting the exact color as the original finish, they can also expect the original finish to still look . . . well, like the original finish. "That's another thing about IMRON®," says Umshler. "It has such good color and gloss retention that if you have to touch up a piece even a few years later, the new color will still match up well because the old paint just doesn't fade much!"
IMRON®'s durability and consistency gave Umshler exactly what he was looking for. "This change of paints was driven by our emphasis on customer satisfaction," he reports. "The DuPont system is more expensive than what we had been using, but here's the kicker: since we went to the IMRON® system, field complaints have been cut by at least 75%. That in itself makes the added expense worthwhile."
But there are other benefits. One of them is in having a qualified DuPont Industrial Coatings distributor, Redshaw Paint Supply, as his paint vendor.
Usage Reports
Umshler: "They're really good. If I call with a problem, I get a quick response. Plus, I can call them at any time and get a usage report." That report is very helpful since Elliott Equipment supplies its painting contractors with the DuPont coatings; any unusual usage by a paint shop is easily spotted.
Another benefit is in color selection. While most of the equipment the company makes is sold in a stock, "Elliott red-and-white" color scheme, the remainder is painted per the customer's specification. No problem, says Umshler. "DuPont can get us just about any color we want in that commercial grade IMRON®."
OK, so the DuPont system is helping Elliott Equipment improve customer satisfaction. But what about prior to the sale? Does it make their products more marketable?
"No question about it," says Glazer, the company's president. "Number one, the color richness and gloss is very appealing. And number two, DuPont has a very good name which our customers can relate to. People know IMRON® will hold up well in the field.
"And let's face it: we sell the 'Cadillac' in the industry . . now we have the 'Cadillac' finish on it."