Material Handling Innovation Breeds Differentiation

Author: Data Key Communications Llc

Author: Data Key Communications Llc

Dewitt, NY January 11, 2010: In a crowded market, like the one for lift truck batteries, companies are constantly fighting against the commoditization of their products. Thats why the December issue of MHEDA Edge features an article written by the president of a company that managed to avoid this trap. Ken Fearn of Advanced Battery Technologies (ABT) in Greensboro, NC, contributed an article titled Differentiation Through Innovation. The article focuses on how a creative concept can spur business using ABTs GuaranteedPower Program as a model. After performing extensive research on customer operations, Fearn was consistently noticing battery room inefficiencies that were costing big money. In this inefficiency, he saw an opportunity to help customers and simultaneously make ABT more valuable to end-users. Fearn would attempt to show customers that the battery wasnt the key to a power system, the charger was. He presented them with a more expensive charger, but explained that it would use one-third less battery. As with many innovative ideas, it was slow to catch on. Customers were afraid to assume the risk. This caused Fearn to get innovative once again, creating a program where customers didnt pay for chargers or batteriesthey paid for power. Thats the crux of our GuaranteedPower Program, says Fearn. We go in, analyze their fleet and determine how much power they need over a fixed period of time. Then, we essentially guarantee them power over a fixed period of time. The concept has worked. Even during the recession, GuaranteedPower still grew significantly as a percentage of ABTs total business. To find out more about the program and how innovation can lead to differentiation, check out MHEDA Edge (www.mhedaedge.org), the online resource for young professionals in the forklift, storage and handling, conveyor and general material handling industries. For more information, contact Dan Vest, Editor of The MHEDA Edge, (315) 445-2347, email: dan@datakey.org.About the Author:

About MHEDA

Founded in 1954, the Material Handling Equipment Distributors Association (MHEDA) is the premier source for manufacturing knowledge, education and networking. Through its member journals (http://www.TheMhedaJournal.org), e-magazines, newsletters, and industry wiki (http://www.wikimheda.org), MHEDA connects the manufacturers of storage and handling, lift trucks and conveyor equipment and distribution leaders for the purpose of delivering optimal solutions to the users of those products. MHEDA publications are the industrys voice for all matters related to the latest technology and the most up-to-date processes spanning the movement and storage of all materials. A 501(c)3 organization, MHEDA members span all of North America.

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