An incredible million yards a year in sales of fiber-reinforced concrete was attained and passed in 1998 after a seven-year marketing and sales effort by the CSR Rinker headquartered in West Palm Beach, Fla.. "The primary driving force in our reaching this point in sales of fiber-reinforced concrete is that we believe in the product," says Jon Dye, marketing manager for CSR Rinker.
Labor savings and reinforcement throughout concrete are just two advantages of synthetic fibers CSR Rinker promoted. "Our goal," says Dye, "became to educate others about the tremendous advantages of fiber-reinforced concrete."
Since the vast majority of new homes in Florida are built on monolithic concrete slabs, this was a ready-made market for fiber-reinforced concrete. CSR Rinker targeted the big home builders and top residential developers for educational seminars and presentations. The company then followed up with a suggestive selling approach. Customer service representatives routinely ask customers if they want to add fibers to concrete orders.
To further encourage participation, CSR Rinker managers enacted an incentive program for all team members. Certainly, it took a lot of people a lot of hard work to sell more than a million yards of fiber-reinforced concrete in 1998. But with the way they're going about it, it seems it's only a matter of time before CSR Rinker hits the 2-million-yard mark.
The article includes information on a software program offered by Fibermesh, a division of Synthetic Industries.
Keywords: million, fiber-reinforced, CSR Rinker, Florida, synthetic, fiber, value-added, marketing, seminars, promotion, suggestive selling, customer service, selling, Fibermesh, Synthetic Industries