WHY QUALITY IS THEIR BLUEPRINT FOR SUCCESS
By Nicole Larsen
(In Memory of Norm Wilson – Pioneer of Sealcoat Machinery)
The foundation of any industry is built by those who came before — the pioneers, the inventors, the innovators. They lay the groundwork with the distinct initiative to always improve and progress, to never lower the standard, rather to raise it despite the cost. Quality is always the goal. This year, Pitch Black® is dedicating their cover spot to honor the legacy of Norm Wilson – master craftsman and engineer of sealcoat machinery. Just as he changed the landscape of sealcoat machinery, he helped changed the future of the Pitch Black® brand.
Honoring Norm Wilson – Sealcoat Machinery Master Craftsman & Engineer (45 Years)
Norm Wilson was a pioneer in the sealcoat equipment industry, manufacturing some of the best sealcoat equipment in the country. He paved the way for sealcoat innovation moving forward with his creativity, his strive for perfection, his integrity, and most importantly, his moral compass. The founder of Pitch Black®, Robert Archie, worked with Norm for more than 40 years collaborating on the very unique sealcoat plant designs still used today. Sadly, Norm passed away on Feb. 17, 2024. He will be dearly missed and never forgotten.
Norm’s passion for perfection instilled the demand for quality without question, always saying, “If I can’t make it right, I won’t make it at all.” Even at 92 years young when he passed, those words still resonate with us. His legacy lives on in the core strategy of Pitch Black®, passed on to the up-and-coming generations to always put quality first. Archie will continue the “without quality, what’s the point?” principle, which has driven him and the team to spend years perfecting the Pitch Black® formula and sealcoat plants.
Quality is the Cornerstone for Success
Over the past few years, customers have noticed a drop in product quality and customer service across a variety of industries. The challenges of rising costs due to inflation as well as product and labor shortages may be here to stay for quite some time. But history has proven that customers seek stability in turbulent times. Suppliers that can meet demand and maintain the quality of their products will retain and even gain market share over time. As we saw in 2020, customers were forced to try new brands, to take whatever was available on the shelf. But as supply shifted back to normal, so did their loyalty back to the brands they preferred and trusted.
While competing on price might get a new customer’s foot in the door, it doesn’t guarantee they’ll stay. Manufacturers and contractors that base their businesses on the reputation of certain products can’t afford to get it wrong. Refunding angry customers or going back to redo a sealcoat job depletes profits that might have been temporarily gained by buying a cheaper product. In addition, price creates a perception of quality, where customers may wonder why it’s priced so low. When the cost of oil, transportation, inflation and other goods in general are rising, so too would the price of sealcoat. Pricing that’s too low can eventually erode the value of the brand and the profits that could have been made had the product been priced appropriately. As a manufacturer or contractor, you want your business to be known for quality, the best in the market. That goes for any industry where every business owner is competing for a top spot. But you cannot obtain and maintain it without quality control.
Quality is Working Smarter, Not Harder
At Pitch Black®, we know customers are smarter and seek out quality over pricing. We hear it in the questions they ask about the sealcoat longevity, durability, color, thickness, dry time, compatibility with paint, etc. They want to know their investment in sealcoat plants will pay off in the long run without constantly having to replace every single part. When you factor in advertising, marketing and sales efforts, the costs to lose and replace a customer are higher than maintaining one. High customer turnover is working harder. When you lower your profit margins with lower prices, you have to get more customers and complete more sealcoat jobs to achieve the same total profit. That’s working harder. Working smarter is achieving a sustainable gross profit margin that allows you to maintain quality, work within your production capacity and use the additional time and efforts toward gaining new customers that grow and succeed with you.
Quality will always be the blueprint for success at Pitch Black®. We’ll continue to find new ways to perfect and progress even further, following that constant need for perfection, putting quality first. You’ll find it in our Pitch Black® sealcoat … and thanks to Norm Wilson, you’ll find it in our sealcoat plants. “If we can’t do it right, we won’t do it at all.”
ABOUT PITCH BLACK•: The Archie family got its start in asphalt in the 1920s with Robb Archie’s grandfather, Joe Archie, in western New York. Archie’s dad, Earl Archie, learned the trade from his dad during the 1940s and 50s and taught it to his son, Robb Archie, who carried that knowledge from the 1960s and 70s to make Pitch Black® in the 1980s. The family secret formula has only been licensed to Pitch Black® manufacturers for just over a decade, but Pitch Black® has been used for more than 40 years. Robert Archie, inventor of Pitch Black® sealcoat, is also currently president of U.S. Seal International, Inc., and ASMA-USA (Asphalt Sealcoat Manufacturers Association).
ABOUT THE WRITER: Nicole Larsen has contributed cover articles on behalf of U.S. Seal International, Inc. (Pitch Black®) since 2013. She is also Chief Marketing Officer for U.S. Seal International and founder of marketing agency, Busy Ave, Inc.
