Back in my days as president of KNIPEX here in the U.S., we showed our products at 10 to 12 trade shows each year. Some of the shows were major events such as SEMA, AAPEX, and the major mobile annual showcases.
In addition to having the opportunity to meet many interesting tool users, wholesale distributors, and mobile jobbers we also learned unique new uses for our products.
An example is the Swedish-style pipe wrench. This tool was originally designed as a plumbers pipe wrench and is the primary style of pipe wrench in most of the world. Initially, we really had no idea that a Swedish-style pipe wrench was also a great front-end tool used for freeing up and adjusting rusty and corroded tie rods.
We just assumed that plumbers from Europe working in the U.S. were purchasing this tool until technicians and jobbers started showing up at trade shows asking for them and telling us these tools were used on tie rods.
The KNIPEX Cobra-style head on the Swedish style pipe wrench grips tremendously, won’t slip and because of the length provides significant leverage to turn corroded parts.
Once we learned this valuable use for our pipe wrench, we immediately developed a physical demonstration display and put together an educational sales pitch.
When someone would come up to our booth, we would simply make the statement, “I’m not a mechanic, but you know how hard rusty and corroded tie rods are to free up and adjust.” Nine out of 10 times the trade show attendee would agree, smile, or shake their head up and down. We would then explain that this odd-looking tool was a Swedish pipe wrench and would make easy work out of turning tie rods.
As a result of listening to our customers, asking questions, and educating our prospects the Swedish-style pipe wrench is now in the toolbox of thousands of mechanics everywhere.
