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Friday, March 16, 2012

#52 - Generic vs Brand-name terminology – Part 2

In an earlier post, we talked about the exciting topic of industry brand names and terminology. We would now like to shine the light of clarity and honesty upon ourselves.

Some years ago, we regarded our analytical lingo as something to be guarded jealously. And if inquirers did not state their requests in the exact manner or terminology that we expected, we would reward them with hostility and rock-throwing. Well, that’s an exaggeration, but there is a tiny grain of truth in there. Now we jokingly refer to our past tendencies as the ‘exclusive Nova club’.

As with any industry, we eventually realized that we had to make sure that our internal company terminology wasn’t becoming a barrier to effective communication with our customers. But we also needed to balance this with due diligence in qualifying leads and obtaining accurate application data. It can only be said that we are continuing to work hard to ensure this balance is sustained while providing maximum approachability for our customers. I cannot conclude this paragraph by triumphantly describing how we implemented a ‘magic bullet’ solution. Much of this kind of thing has to do with personal attitude combined with company culture.

We have simply relaxed a little and have become a little less obsessed with making people use our terminology. We have also become a little less obsessed with covering our hindquarters. Of course, the need for clear data has not gone away – we are just a little more creative now in how we get it. We now try to be a little sharper when it comes to spotting important details in the application data that we do receive. Our analyzer designs have also improved to become less vulnerable to unexpected process conditions.

We get the feeling that some people assume that they will get a better deal if they omit important information. From the customer perspective, it should be noted that greater clarity of application data allows us to deliver better equipment at a better price.

In Part 3 of this discussion, we will define some exciting gas analyzer terms.

We’re Nova. We make gas analyzers for oxygen, carbon dioxide, methane, hydrogen, and other gases.

Give Mike or Dave at Nova a call, or send us an e-mail.
sales at nova-gas dot com
websales at nova-gas dot com

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