Smith Electric Motorworks © Legal
A note from the Writer . . .
Founder, GWM Corporation
The "Sales Gimmick" at our company is a superior product. Every company trying to fit their product into a market needs an identity-
We decided to go exclusively with phase converters in 1986. This field was ripe for a performance-
We set out to build a quality, quiet product and to educate users that there is no fifty-
Gary aboard the Widowmaker, ca. 1984.
At any rate, I learned that if you want to sell nationally, you should have a national marketing program. I didn't. I asked a customer with that kind of experience, and he said, "20% of a given market wants a lot of information about the product. Forget them and go after the 80% to whom you can sell in 15 seconds." I thanked him and went after the 20% group.
Why? In our industry, a 20% share of the market is about $1 million a year. These people are quality minded and make the best customers. Informed customers pay attention to instructions. They know what to expect of the equipment, and they take care of it. If they do have a problem, they describe exactly what happened. And they are always so honest I will bend backward to solve whatever problem comes up. We have so little trouble, it doesn't matter even if one gets hit by lightening-
. . . Gary A. Werner
1 Several cars built by Don Garlits and Gary Werner may be viewed at the Don Garlits Museum of Drag Racing in Ocala, Florida.
2 I bought E. J. (the "Michigan Madman") Potter's old tire-