INDUSTRY:
Industrial Fluid Control Products
SKILLS
Positioning, Messaging, Sales Enablement
Finding the Story Inside a Technical Product
about.
I ask one question constantly:
"Okay, that's great…but if I'm the customer, why am I choosing this product instead of the competitor?"
At BLACOH, answering that question meant getting into the nitty gritty with Engineering and Sales by understanding the technology, the application, the customer's problem, and what actually made the solution different.
Then I turned that information into positioning, campaigns, visuals, presentations, videos, digital content, and sales tools that made complex products easier to understand and sell.
challenge.
Fluid-control technology gets complicated quickly.
Pressure fluctuations. Pulsation. Water hammer. Vacuum. Acceleration head. AODD pump behavior. Transient events.
The technically correct explanation isn't necessarily the explanation that helps a customer recognize what's happening in their system.
And simply listing product specifications doesn't answer the customer's most important questions:
Why does this matter to me? What problem does it solve? Why is this solution different?
My role has been to bridge those worlds.
I worked with Engineering to understand how the technology actually functions and with regional Sales to understand what customers were seeing in the field. From there, I identified the core story and built the communication around the customer's problem rather than simply the product's features.
result.
That approach informed work ranging from individual product campaigns to broader sales storytelling.
For SPILLGUARD, educational, problem-focused messaging substantially outperformed more generic product messaging, reinforcing the value of making technical concepts easier for customers to understand.
The same philosophy informed the redevelopment of BLACOH's sales presentation, shifting the story away from a product-by-product catalog toward a customer-centered progression:
System disturbance → symptom → consequence → solution → application.
It also guided concepts for product animation, application stories, website content, technical collateral, and sales enablement, giving Sales multiple ways to explain not only what BLACOH makes, but why a customer should care.
The presentation is much clearer, more engaging, and more focused on real-world applications and sales conversations.
