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A Chemical Change

Posted: October 26, 2006

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On the flip side of the equation, when a specialty chemical producer is questioned regarding the effectiveness of its distribution chain, according to Efting, the answer often is “We don’t have one.” A company selling emulsions in the eastern U.S., for example, may do well there, but doesn’t have the resources to go any farther, leaving smaller markets untapped and underserved.

Efting and his partners asked themselves, “How could we more effectively sell specialty chemicals to the personal care industry?” The answer: represent a small number of chemicals (50–60 lines); offer an inside sales environment; deal with producers on an exclusive basis.

“We’re going to provide a channel to market for small- and medium-size producers that hasn’t been there for them,” said Efting. The model is designed to complement the producers’ current sales channels.

A Viachem inside sales specialist will use the phone and Internet to make more than 4,000 sales contacts annually. The market intelligence gathered by inside sales specialists will be shared with the respective producer partners to help them better serve their markets and grow their businesses. “We are the only distribution company that will offer complete end-user visibility that includes buying trends, emerging markets and problems customers need to solve—all of which can help improve the producer’s product line and bottom line,” Efting said.

Rich Rebholz is president and managing partner of Clarus Specialty Chemicals, a Rock Hill, South Carolina, producer of refined petroleum products used in the production of hot melt adhesives, chewing gum (gum base) and candles. Clarus was the first producer to sign on with Viachem.