contractors who could co-brand and lend their legacy to the new technology, effectively building what many in the company refer to as a “speed to trust.” “We can supply data, but at the end of the day, we’re leaning on those really high-quality contractors… which also means that we turn down a lot of relationships,” Horazeck says. Nanotech Materials is very selective about who it partners with, and will even turn down roofs that are not good candidates for a coating, opting to build a solid brand reputation over a quick sale. The company does not sell its coatings off the shelf; instead, it operates through a certified applicator program that recruits and retains trusted partners. This program is labor-intensive to maintain, with a full training regimen and an extensive inspection checklist process for all work performed. The company’s stalwart attitude towards relationshipbuilding has led it into partnerships with the roofing industry’s leading competitors. Companies like BesTex Solution, Green Roof Design, and Diversified Roofing are only among a handful of the names that understand and are capable of properly leveraging Nanotech’s groundbreaking technology. And it is through these strong relationships that they have been able to penetrate commercial, industrial, and public infrastructure markets. “We work with many different contractors in our applicator program across the country. But we always love it when we find the ones whose eyes light up when we talk about the particle.The contractors who truly get it understand that this isn’t just another product they can offer… they can actually use this as an opportunity to greatly expand their own contracting business,” Horazeck says. 47 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 10 NANOTECH MATERIALS
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