Who I Can Help:
If you are the owner and leader in your business, and you can motivate your staff to try something new, and possibly crazy, then we will have a long and enjoyable relationship.
Who Is Not a Good Fit:
To be able to grow your business, you’ll need to be able to keep up with the strain of constant new customers. Unorganized and operationally challenged organizations will not be able to keep up with these demands. However, if you are operationally strong, I’d love to work with you. We will have a great time growing your business. Buckle-up and enjoy the ride.
What I Do For Clients:
Having built a multi-million dollar business myself, I have a unique understanding of what you are going through day-to-day. I understand the pressure to make payroll, to make sure employees are working to capacity and how to think big picture, and more importantly, grow your top-line.
Jeff Kupferberg is an engineering savant when it comes to HVAC (Heating, Ventilation and Air conditioning) systems, holding 12 design patents and 3 more on the way, and his company MK Plastics is a pioneer in bringing advanced patented designs to that industry.
So when Jeff cracked the code on using fiberglass instead of steel for commercial air handlers (a large device that sucks outside air into buildings) — creating a product that was impervious to rust, 20% lighter, significantly stronger and thermodynamically efficient — he knew he had a revolutionary product on his hands.
The problem was the building engineers weren’t buying it. Literally.
The question was “why?” This product had all the advantages on its side, it wasn’t more expensive than stainless steel, and its time-to-ROI (Return On Investment) was incredibly short.
So when Jeff hired me to help with this new product, we didn’t bother coming up with grand marketing plans, Unique Sales Propositions, or clever tag lines. We worked to diagnose the real problem because if the building engineers weren’t spec’ing the product, it had to mean that they weren’t buying the claims Jeff was making.
In cracking that code, we were able to come up with something extraordinary.
Before I tell you what we did, you need to know that in the next year Jeff sold more than $1 million worth of just this one product (he has many).
The issue was the engineer’s disbelief in the strength and toughness of “plastic” air handlers. We could show them specifications, but at some level, the engineers thought the specs might hold up in the lab, but wouldn’t hold up in the real world. After all, steel had worked well for decades.
So we created a demo video to prove Jeff’s product’s real-world toughness beyond a shadow of a doubt. After all, reading (specs) isn’t believing — SEEING is believing!
In the video, mischievously titled “Try this with steel,” we beat the fiberglass panels with a baseball bat, ran over them with an SUV, and even burned them with a torch — all while doing the same to the competition’s steel panels. In the end, fiberglass stood the test but the poor steel panel didn’t.
After the first showing of this video, Jeff reported seeing engineers mouths hanging open in excitement — now they not only wanted to see the specs, but more importantly, they believed them. They bought the claims, and then they bought the fiberglass air handlers.