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Jerry Hall, senior concrete engineer for Salt Lake City ready-mixed concrete supplier Geneva Rock, has adopted a proactive approach to marketing what has become Geneva Rock's hottest specialty product: plant-batched color. By calling on architects and encouraging contractors to use plant-batched color for their projects, Hall has transformed headaches into profits.

To take advantage of the opportunity that plant-batched color offers them, producers must step back and take a fresh look at how they market colored concrete. Producers must realize that it's time to look at coloring as a revenue source, not just a cost. In many markets, producers miss the opportunity to grow sales by charging excessive fees for cleanout and other services. And just as importantly, producers must accept the fact that when marketing colored concrete, it's important to target their customers' customers.

Hall's previous involvement with integral coloring consisted of the contractor bringing out bags that matched the customer's choice of hue and adding them to the mixer. Although most jobs went smoothly, some didn't. Hall was convinced that there was a need for a different way to handle coloring mixes. He convinced the sales department to offer a guarantee that coloring would take place in the plant exclusively and opted for a pigment-dispensing unit that could be incorporated into the plant's automated system.

Now, Hall shows designers how to specify integral color in a way that increases the value of a project while also providing concrete's greatest attribute: long-term durability.