Naturally, the branded webinars and white papers help promote Bestbath. But it’s not solely about generating revenue. “Sharing information doesn’t always lead to closing a sale,” says Multanen. “We are a resource for people, and they may go elsewhere.” And she’s OK with that.

When Multanen and other leaders at Bestbath discuss how to stand out from competitors, it’s not all about the products they make. They reflect on what kind of organization the company wants to be. At the heart of those discussions are people – customers and employees.

“I could sit there and talk about why my shower with barrier coat is so much better than a shower that doesn’t use barrier coat,” says Multanen. “But one of the things that resonates with customers who are considering using our products is the way we truly take care of employees. We commit to regular schedules, a safe environment, and a living wage and benefits. That helps tell your story and helps customers understand why they might want to commit to a longer relationship with you.”

Composites One: Sharing Knowledge

Leon Garoufalis, president and COO of Composites One LLC, says it may sound cliché, but without the customer there is no company. “As a distributor, we don’t manufacture any products. It’s not like we can bring our own products to market with our own developed innovations,” he says. “For us, it’s all about serving the customers and creating value in different ways.”

One of the ways that Composites One serves its clients is by providing training in processes, products and applications. The company works with partner suppliers, as well as organizations such as ACMA and IACMI – The Composites Institute, to host workshops and teach the principles of closed molding. It also presents webinars. In 2020, webinar topics included tooling, vacuum infusion processing for aerospace and wind energy applications.

In 2008, Composites One formed the Closed Mold Alliance to provide training and resources related to complete closed mold solutions. Working alongside alliance partners Magnum Venus Products and RTM North Technologies, the company hosts hands-on demonstrations of vacuum infusion, light resin transfer molding and other advanced processes. During CAMX 2020, the Closed Mold Alliance held seven virtual demonstrations under the tagline “Knowledge is Power.”

Composites One also collaborates one-on-one with clients. “We work with customers and, in many cases, conduct turnkey conversions from open molding to closed molding environments to greatly improve product quality and manufacturing efficiencies,” says Garoufalis. The company helps customers assess their products, select the right closed mold process for those products, manufacture molds and train employees. It also offers technical assistance for initial trials of new manufacturing methods.