A classic fable about salesmanship concerns two shoe salesmen sent to remote Africa. The first wires back, "Forget it, nobody here wears shoes." His go-getter counterpart sends the message: "Loads of opportunity here! Nobody has shoes!"
The folks atViegafeel that way about their plumbing and hydronic systems and ProPress fittings. Press fittings occupy no more than 5% of the U.S. market thus far, compared to around 60% in Germany, a Viega executive told me. Similar shortfalls exist in potential demand for the company's PEX-based PureFlow plumbing and ProRadiant heating systems. That spells big opportunity, and the reason why Viega has been aggressive in promoting itself for long-term gain in the U.S. and Canada.
- by Jim Olsztynski
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