Break into New Sales with Specialty Bar Codes
No matter where it will be used, there is a bar-coded product right for the job.
Ever heard the one about four people named Everybody, Somebody, Anybody and Nobody? Well, there was an important job to be done and Everybody was sure that Somebody would do it. Anybody could have done it, but Nobody did. Bar codes are a lot like that.
At one time bar codes were strictly the province of the very largest retailers. Today, they have become so woven into the fabric of daily life that most people hardly even notice them. So why do so few distributors actually offer them? It may be because few realize that there are numerous opportunities for selling the specialty bar-coded products.
"Not as many distributors offer specialty bar-coded products as opposed to standard, retail-use bar codes," observed Tony Heinl, vice president of sales and marketing, Repacorp, Tipp City, Ohio. "This is true despite the fact that there are new adhesives coming out all the time that expand the bar code use."
One of the largest buyers of specialty bar-coded labels is the auto industry. Because of the harsh environments in which most auto parts exist, the bar-coded labels used on them must be able to withstand extreme heat, cold and moisture. Rather than trying to sell bar codes to large companies like Ford or Toyota, Heinl said distributors should instead focus on companies that supply brakes and engine parts to auto manufacturers.
Specialty bar-coded products aren't just used in the automotive industry. Heinl said that health-care-related companies and medical testing laboratories are also consistent buyers. In fact, according to Heinl, harsh-environment bar-coded labels are in such great demand that they have become a growth area for Repacorp.
Seven hundred miles west of Repacorp, in Maple Grove, Minn., Ted Schultze, the owner of Symbology, came to a similar conclusion. For Schultze, adding specialty bar-coded products to a distributorship's product mix makes sense because that way they are not competing on price alone, he said.