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managing for excellence means staying on top
of the leading edge of coatings, applications
and construction techniques because there is
always a better way to do things.
“
”
has watched Graco grow understands that new products are
really its lifeline,” Johnson says. The drive is to bring to market
new products each year that do applications more efficiently
and effectively, have a higher quality and longer life, make the
contractor’s life easier by getting the job done faster, allowing
him to put less labor on the job and still deliver the highest
quality finish.
“Whatever the product introduction, those are the considerations
that go into the development, just as much as the engineering
and integral strength of the equipment,” Johnson says, adding:
“That’s why we’ve earned such outstanding brand recognition
and high rankings for excellence among contractors.”
Johnson went on to explain that “managing for excellence
means staying on top of the leading edge of coatings,
applications and construction techniques because there is
always a better way to do things.” Thus, since it is a worldwide
manufacturer, Graco spends a great deal of time working with
materials manufacturers and contractors from around the
world. Johnson knows that this gives the company a unique
perspective to see what is happening in Europe and Asia. In
many cases, it can bring back advances and ideas that will be
beneficial to the North American contractor.
“When there are new paint products or construction techniques,
the contractor needs to have the proper tools to apply
those to the wall or substrate, Johnson says. “We feel that it is
up to us to help him get his job done.”
Education is Service
The other really important element in which Graco strives for
excellence, stresses Johnson, is in its service to contractors.
According to Graco’s web site, it’s mission for the 21st century
is defined as, “service to people through profitable growth.”
To this end, Johnson notes that Graco is the only spray equipment
manufacturer with a total factory sales organization in the
industry. “These are people who not only sell our products,”
he says, “but also spend a lot of time training and assisting
distributors and channel partners to educate the contractor in
how to use our products properly, so they are more efficient.”
Johnson says he believes that “in many ways, education is the
| pdca.org
single biggest thing we do. While we know we make great
products, we have to transfer that knowledge down through
the distribution channel, and then the distribution channel has
to transfer it to the contractor. If the knowledge of all the features
and benefits don’t reach the contractor, he won’t be able
to use the equipment efficiently, effectively, and safely, and we
won’t have done our job well. Selling the equipment is just the
first step.”
To achieve this end, Graco’s management and sales organization
maintain a close working relationship with the PDCA to set
up training standards and programs. Johnson remembers
supporting the PDCA when he was a salesman back in the
1980s. “It’s something we continue to do, backing programs
both financially and with the physical manpower to educate the
contractors, distribution network and material manufacturers
on the proper use of the equipment.”
The sales organization is well situated to do this. They are all
technically trained both in the factory and “on the job,” so they
are well-versed in all of the equipment applications and functions.
Graco maintains a contractor certification program where
each week 20 to 30 contractors come to corporate headquarters
in Rogers, Minnesota to learn how to maintain and repair
the equipment. “More and more companies see the value in
training staff to repair equipment so it lasts, rather than having
replacement costs downstream,” Johnson says. Contractor
how-to-use and how-to-apply demonstrations and trainings
take place year round, countrywide at painter events and pro
shows, which are given by factory-trained sales staff.
Business Outlook and Trends
Obviously the economy is on everybody’s watch list of terror.
It is on Johnson’s, too, although he recognizes that, “on a
worldwide basis Graco is in much better financial and sales
shape than we are in North America. The economy is certainly
the worst I’ve seen in my 32 years in the industry. We are in
the same boat as everybody else in USA, but our business in
Europe and Asia is very good.”
Looking at significant trends that are going to impact the future,
Johnson sees energy as the main driver. Energy in residential
and commercial construction is already finding its way into
everything: how the wall is built, how the foundation is put