Internal Staffing Maintained a Lean Organization

The marketing of the Jumbo-Koter product line was implemented through the normal Wooster Brush Company organization. The management of the company believes that one of the keys to its success and longevity (the company is 151 years old) is its ability to operate with a lean organization. The company has no product managers and does not use separate sales or marketing organizations for its different brands.

In most cases the Wooster Brush sales force introduced the Jumbo-Koter product line to distributors and trained them in the advantages of these new mini-rollers. The distributors sales force then obtained retail distribution and trained the dealers on how to sell the new product line to their customers. A few outside sales representatives were used to contact distributors in remote areas. National accounts were contacted by an internal national sales force operating from the companys national headquarters in Ohio.