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Delo, Inc. is
proof that a small welding distributor can be successful in
a world that is increasingly dominated by large,
multi-location distributors. With a staff of 11 dedicated
people, this independent welding supplies distributor
effectively serves customers within a 75-mile radius of
Syracuse, New York. Delo continues to build its business on
the tradition of personal relationships and customer service
that has characterized this family-owned and operated
company since its beginnings in 1939. "Because we are small,
we can offer our customers an exceptional level of personal
involvement," explains Chuck Davoli, Delo's president.
While the
popular wisdom today seems to be that bigger is better,
Davoli believes that being small allows Delo to very
effectively service their customers. "Because we are a small
organization, we can't serve as large a market area, but we
think we know our customers very well and can respond
quickly and effectively to their needs," explains Davoli.
Delo's top management is involved with the day-to-day
operation of the business and can make quick decisions based
on a street-level feel for the business. "And, we often
know the customers personally," says Davoli." That builds
confidence.
One example
of Delo's customer-centered philosophy is the company's
recent decision to stock additional inventory for a customer
in order to eliminate the risk of out-of-stock conditions
that could be extremely costly for the customer.
Another
part of the Delo strategy is to offer customers the highest
quality products possible. "When we took on the
National-Standard line of weld wire about two years ago, we
did so because we were convinced it was a better product,"
explains Davoli. National-Standard also offered Delo the
support and service that they wanted from their solid weld
wire supplier. "Bob Johnson is our National-Standard
representative, and I've got to say his follow-through has
been excellent. He has done everything he said he would when
we signed on," says Davoli.
The N-S
Tru-Trac bulk packaging system has been particularly
successful for Delo. This is a bit of a surprise, since bulk
packaging is usually associated with large, high-volume
welding operations, and Delo's market area is dominated by
small and medium-sized companies. Davoli explains it this
way. "Working closely with customers to help hem find ways
to reduce costs has always been a big part of our strategy
at Delo, and we concentrate on that, regardless of the size
of the customer." Delo is willing to spend a lot of up-front
time to help their customers find ways to become more
efficient. "Because we're a small company, we can empathize
with the problems of other small business owners," explains
Davoli. "And we work hard to help them be more efficient and
successful."
At first,
many of Delo's customers resisted the idea of bulk packaged
weld wire. This was because they believed it would only
benefit high-volume operations. "It was a question of
proving to them how well the Tru-Trac bulk packaging system
will work in their operation," explains Davoli. "Once we
have determined that a N-S bulk packaging system will help
the customer become more efficient, we try and place a trial
system in their plant." Delo will set up the bulk packaging
system, train the welder in its operation, and allow the
customer to try it at no cost. According to Davoli, once the
customer tries a Tru-Trac system, the sale is a virtual
certainty. Delo has converted many of these same customers
to centralized bulk gas systems too.
"We've got
to add value for our customers. That's why we work so
diligently to find ways to help them reduce costs and become
more efficient," says Davoli. "Bulk gases and N-S bulk
packaging are two ways we can clearly show them reductions
in downtime and improvements in productivity."
CopperFree
wire is another success story for Delo and for their
customers. As with bulk packaging, the challenge was to
them to try it. "We found that virtually every time we got
customers to try the CopperFree wire, the product sold
itself," Davoli continues. Welders are often reluctant to
change to a new wire - especially to change from the
conventional copper-clad carbon steel wire to CopperFree
wire from N-S. "But CopperFree performs so well, we know
that if we can get them to try it, they will convince
themselves," comments Davoli. Delo now has converted 100% of
their solid carbon steel weld wire customers to CopperFree.
"They just don't have any problems with it," concludes a
pleased Davoli.
Delo is
confident of their ability to continue to be successful in
the years ahead by capitalizing on their strengths. That is,
their ability to be nimble - to react quickly to customer
requirements, to establish and maintain personal
relationships with customers, and to continue to add
significant value to each customer's operation. |
