PPE IS ONE OF YOUR 10 MOST IMPORTANT "BUYS"

The CEO of a Top 50 construction company said "PPE is one of the top 10 "buys" my company makes so we focus on only the top brands". Interesting. But what is a "brand"? It is not just a well known brand name, or just a physical product. It is the sum total of your and others experiences with a manufacturer of PPE.

It begins with a product but extends to your experience with the suppliers sales person, customer service, marketing, physical distribution, invoicing, return policy, and any other contact you may have with the company and its employees. If each touch point results in a memorable experience you develop positive feelings about them which builds equity in the brand.

A leading brand of PPE should also bundle intangibles with the tangible product. What do they offer that others do not? What "comes with" the tangible product? We are in the knowledge age. We have said before that information, knowledge and ideas before, during and after the sale should be provided. The primary source of those intangibles is the salesperson. It has been said that the value of a salesperson can account for up to 40% of the buying decision.

Leading brands communicate a clear, compelling and consistent message to define and differentiate their offering. There should never be any doubt in your mind what they believe in, what they stand for and what they do. And what they claim should match your experiences with the brand. They use the full marketing communication mix: catalogs, brochures, flyer's, websites, phone, and email to provide the information you need to help you make a buying decision and support your decision afterward.

Top PPE brands provide training programs and experienced, skilled trainers to help you get the most from your PPE Program. They make sure you get what you pay for and that each employee knows about and how to use the PPE you supply them.

Quality Assurance Programs are another intangible hallmark of the best PPE brands. Every PPE supplier has some degree of in-house quality control program. But only the top brands take it to another level with 3rd party quality assurance like the SEI (Safety Equipment Institute) certification program. More can be learned about the SEI Program at their website www.seinet.org including a listing of SEI Certified brands and products.

Longevity and innovation are also important intangibles. Brands that have been in existence for a long time have survived and prospered for a reason. One PPE brand, the Fibre-Metal brand, has been on the market for 105 years. During that time it has established a brand identity for quality and innovation. Experience and innovation are important. Ask yourself if your PPE supplier leads or follows in producing new products to satisfy the ever changing needs for more and better PPE products.

A PPE suppliers Value Package of tangible and intangible products and services establishes a clear identity for their brand in the marketplace. Your experience with them crystallizes the perceived relative quality of the brand in your mind. The brand name becomes a symbol of that perceived relative quality and is something you can depend on when considering additional PPE purchases.

Over time, no one remembers who had the lowest price but most remember what brands provided the best value package. To manage your risk and get the best return on your investment, only include the top PPE brands in your buying decision choice set.