Business View Magazine | December 2020

91 BUSINESS VIEW MAGAZINE DECEMBER 2020 commissioned a market research study of their customers and prospects from sales and marketing company Mayfield Consulting. The study revealed their customers and prospects would budge on price if prompt and reliable delivery could be guaranteed. In an industry where long lead times are the frustrating norm, remarkably not one of their competitors was focused on delivery. Long and Fischer conceived of new delivery options: expedited delivery, turnkey solutions, and a Preferred Customer Program. Fischer explains, “Our Preferred Customer Program enables customers to partner with the Newberry team, configure their annual usage, order, and schedule delivery of their tanks at a competitive rate. That benefits us as well: we can manufacture and produce at a time that is convenient for us while providing the customer with tanks on demand. Their tanks are shipping in 24 to 48 hours instead of waiting four to six weeks. That is something that our competitors are not able to do.” Fischer subsequently focused on Newberry’s branding, messaging and sales materials around the new delivery options, while Long utilized his extensive experience with lean manufacturing techniques to ensure company operations could deliver on all their new promises: a new ERP, new CRM, new internal processes for the production floor, even engaging Newberry in a FedEx partner program to perfect the company’s delivery process. New Products, New Technologies No one person owns creativity at Newberry, customers are invited to share their challenges, too. Fischer elaborates, “Our Slimline Tank, which is our standard lube tank, had a different height, width, and length depending on the capacity one of our larger customers needed. We were tasked with redesigning it to create a modular setup. We standardized width and height, so the only variable is the length to achieve your gallons per NEWBERRY TANKS & EQUI PMENT LLC