Electric Heating Co., Inc

Quality Perception

Last week we discussed the importance of cosmetics in the promotion of a quality image. I would like to examine an extension of this subject. At Dalton, we are extremely focused on producing the highest quality. One way to assure that is to thoroughly inspect each heater in our Final Quality Assurance process. That testing process includes High Voltage Breakdown (HiPot), MegOhm Test for Insulation Resistance, Coil Resistance, Diameter and Length, Marking, Lead Wire and Cosmetics.

But what is quality to the customer? The heater is installed, it heats up and does the job and it lasts significantly longer that someone else's heater ... oh yeah, it comes out of the bore without drilling. Now that's quality. One time I sold a heater that was 1/4 x 1-1/2" that carried a watt density of more that 400 watts/sq.in. that was used to weld the corner of a picture tube. When I called to see how the heaters were received, i was told that they lasted two weeks.

But much to my surprise, the customer related how thrilled he was ... it turned out that he was only getting one day's life from the conventional heater he had been using. That, and a series of related incidents, has brought me to the understanding that quality is completely in the eyes of the user. If he or she believes that a Watt-Flex® cartridge heater is the best quality heater, my job becomes making sure that we continue to meet their perception.

Of course, we will continue our 100% Final Inspect to ensure the shipment of perfect cartridge heaters, but the creation of an expectation is a critical part of the sales process. We are a problem solver and often that is our door opener, but continuing to meet our customers expectations that our quality and performance is unsurpassed is what keeps the business.

Friday Funnies

This guy goes to a bar that's on the tenth floor of a hotel. He sits down and has a couple of drinks, then stands up, announces loudly that he has had enough, and goes over and jumps out the window.

Now, there are two men who are sitting at a window table, and having that natural human curiosity about the grotesque, watch as this man plummets to certain death. However, just as he is about to hit the ground, he rights himself, pulls his feet underneath himself, and lands gracefully. He then turns and comes back into the building.

Naturally, the two men are amazed. The guy comes back into the bar, orders a few drinks, then repeats the process. The two men at the window seat are astounded! When the guy returns and repeats the procedure AGAIN, the two men stop him before he jumps and ask him how on earth he does that.

He replies "It's simple, really. There's an air vent down by the ground, and if you catch the updraft, you can right yourself and land on the ground with no problems." Then he proceeded to jump out the window again. Well, these two men decided that they just HAD to try this, so they jumped out the window, and SPLAT! -- made a mess all over the street.

Meanwhile, the first guy has made it back up to the bar. When he sits down to order his drinks, the bartender says, "Superman, you can be a real jerk when you're drunk!"

Dalton Electric Heating Co., Inc (978)356-9844
28 Hayward Street Ipswich, MA 01938 USA

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