Empowering the Customer

by Allan Heydorn
Created: June 15, 2012

Miller Sealcoating & Striping succeeds with expensive sealer option as customers buy quality

With two bulk tanks, a 30-ton sand silo, intake hoses and valves on the sides of all trucks, and a modified material pump a driver can pull into Miller Sealcoating’s yard and fill the truck with...
With two bulk tanks, a 30-ton sand silo, intake hoses and valves on the sides of all trucks, and a modified material pump a driver can pull into Miller Sealcoating’s yard and fill the truck with sealer and sand and be on the road in less than 30 minutes.
When given a choice 90 percent of Miller Sealcoating & Striping’s customers opted for the more-expensive, higher-quality sealer in 2011.
When given a choice 90 percent of Miller Sealcoating & Striping’s customers opted for the more-expensive, higher-quality sealer in 2011.
“If I can get 15 minutes face to face with a customer I can usually get pretty good results,” says Dan Miller. “But that’s because we give customers as much information as we can so they can...
“If I can get 15 minutes face to face with a customer I can usually get pretty good results,” says Dan Miller. “But that’s because we give customers as much information as we can so they can make an informed decision. That information empowers them.”
Miller Sealcoating & Striping’s team, from left, Cole Valentine, Jason Grubb, Dan Miller, Adam Foley, Aaron Richards and Jesse Roman.
Miller Sealcoating & Striping’s team, from left, Cole Valentine, Jason Grubb, Dan Miller, Adam Foley, Aaron Richards and Jesse Roman.

“If you’re a car dealer and you have a whole lot full of cars the buyer can shop and compare and make a decision. The same thing is true of sealcoating,” Miller says. “As soon as you give them the right amount of choices you can guide them to not only what is going to benefit you but benefit them. Then you can get them to move.”