How safety distributors can promote fall protection equipment and build customer loyalty
By Philip Jacklin
In the world of acquiring fall protection equipment, there are (at least) three primary roles involved: the organization that purchases the equipment, the manufacturer that makes the equipment, and the vendor or distributor that stocks and sells the equipment. These three groups all facilitate getting equipment into the hands of the product's end-user – who relies on these people to ensure the equipment they receive will adequately protect them from fall hazards.
Industry outsiders might understate the importance distributor partners play in relaying expectations between their customers and the equipment manufacturers. The savviest of vendor partners know that getting the sale is important, but helping keep workers safe is the ultimate goal. This article will discuss tips that will help safety distributors sell more equipment while building customer loyalty.
Educate First, Sell Second
Customers needing to purchase fall protection equipment have likely been trained on proper fall protection requirements, but don’t always assume that is the case. The Occupational Safety & Health Administration (OSHA) requires organizations to designate Authorized Users of fall protection equipment and Competent Persons to administer their fall protection program. These trainings are typically done to meet the American National Standard Institute (ANSI) Z359 standard and are completed by certified trainers or fall protection manufacturers themselves.
Most manufacturers rely on their distributors to sell these training courses to customers, so it behooves the distributor to ask their customers if these trainings have occurred. Some research has shown that for every dollar a customer spends in fall protection training, they will spend approximately four times that amount in equipment in follow-up purchases.
Maintain Compliance, but Encourage Going Beyond
OSHA compliance must be maintained when advising customers on what fall protection equipment they should purchase. However, OSHA compliance is the bare minimum of what should be done to keep workers safe. Educating the customer on ANSI guidelines and the manufacturer’s instructions on certain pieces of equipment can help convince the customer that perhaps the bare minimum requirements being met may still leave them exposed to potential risks. While most customers might not have the budget for the pie-in-the-sky solutions, most will agree that investing in safety equipment is a good decision.
One example could be recommending suspension trauma straps when a customer is procuring body harnesses. These accessories give fall victims something to extend their legs against while awaiting rescue and can help mitigate the effects of suspension trauma. These are not required by OSHA, but are strongly recommended by manufacturers and safety professionals.
Another example could be recommending a customer upgrading to Class 2 SRLs. Class 2 SRLs are rated for overhead as well as foot-level tie-off to an anchorage. If a customer has described a dynamic work environment, like in construction, it is likely that an overhead anchorage is not always guaranteed. A recommendation to upgrade to Class 2 SRLs would allow workers to tie-off to more anchor points and remain safe. The alternative is a worker misusing a Class 1 SRL (rated only for tie-off at dorsal d-ring level or higher) to tie-off at foot level and be exposed to their equipment failing during a fall. If a customer is only chasing OSHA minimum compliance, this potential hazard could be overlooked and prove disastrous for that worker.
Don’t Be Afraid to Challenge the Status Quo
“We’ve always done it this way,” can be one of the most frightening phrases that can be said during a discussion around safety equipment. When trying to take an order from a customer, it’s too tempting to ask about what equipment they’ve been using in the past to mitigate hazards. But it’s important to use the latest recommendations from manufacturers and ANSI guidelines to ensure the customer is constantly trying to improve their safety factors, not simply using equipment that has worked in the past. The absence of accidents does not necessarily equate to the presence of safety.
Prioritize Integrity Over the Sale
It doesn’t happen often, but sometimes a customer will attempt to order less expensive equipment to mitigate a hazard that does not adhere to ANSI guidelines (sometimes even OSHA compliance). In those scenarios, it’s important to ask the customer why they think it is the best equipment for the application. OSHA requirements, ANSI guidelines, and manufacturer instructions are written to keep workers safe from injury & fatality. If it seems that a customer is attempting to violate or contradict any of those three, you might have to walk away from that sale for the time being.
Everyone has a role to play in worker safety and enabling dangerous behavior in pursuit of saving money helps nobody. This might be a difficult discussion, but nobody wants to be involved in practices that lead to someone getting injured or worse. Rely on the suggestions from subject matter experts and stand firm on doing the right thing. If a customer insists on a non-compliant solution, it might be a good opportunity to discuss further training or to invite a manufacturer to the discussion to speak with more authority.
Be a Resource, Not Just a Reseller
Customers rely on their distributors for much more than procuring products. The best vendor partners help bridge the gap between the end users and the manufacturers of the equipment. As often as possible, loop in a trusted manufacturer or manufacturer’s rep to get involved when discussing high-risk safety matters. In safety, getting second opinions on solutions can often lead the customer to feel like they have multiple options and have access to many resources when selecting the best solution for their application.
Conclusion
We must treat every deal with the importance it deserves. There is often someone’s safety or quality of life at stake when discussing fall protection solutions. Be knowledgeable, have conviction when suggesting solutions, and never hesitate to collaborate with peers, subject matter experts, and manufacturers to ensure the best solution is being proposed. Companies like Diversified Fall Protection can assist with referencing OSHA requirements & ANSI guidelines and can help educate customers on best practices for using the equipment.
INDUSTRIAL SUPPLY MAGAZINE
The November/December issue of Industrial Supply magazine features an in-depth cover story about Kimball Midwest. Plus, we're featuring articles by contributing writers Dirk Beveridge, Frank Hurtte, and Mike Marks, as well as interviews with numerous product and distribution industry experts.
