Recently, I had the opportunity to meet with Yang Yijun, the head of the Zhejiang Ruian Jiangnan Packaging Machinery Factory, once again. During our conversation, Yang shared a surprising fact: Jiangnan does not employ a single dedicated sales representative. Yet, despite this, their products continue to dominate the market, and their economic returns are steadily increasing.
How do Jiangnan’s machines remain so highly sought after across China without a traditional sales team? What is their “magic key” to success? Mr. Yang revealed to me that the secret lies in their very own “Special Force.”
The Power of Technical Service
This “Special Force” is the affectionate nickname for the company’s Technical Service Department. Although the factory is relatively small, with a total workforce of around 100 employees, this elite service team consists of more than 10 highly trained personnel. They are dedicated to providing exceptional, door-to-door, on-site technical support.
Mr. Yang firmly believes that pharmaceutical machinery fundamentally differs from general consumer products; therefore, robust technical support and reliable after-sales service are of paramount importance. While the company lacks a full-time sales staff, their outstanding service transforms highly satisfied customers into enthusiastic, volunteer brand advocates.
Through this powerful word-of-mouth marketing, the Jiangnan Packaging Machinery Factory has rapidly expanded its reputation. Consequently, the market share for their flagship product—the Blister Packing Machine—remains firmly at the top of the industry.
Source: Excerpted from China Pharmaceutical News, May 30, 1993