Equipment; Norco; Customer--Norco Equipment Takes Unique Approach

Norco Equipment was formed quietly in the spring of 2008, when a team of industry insiders slowly began building the company’s foundation while they defined their game-changing business philosophy. According to Bill Van Sant, chairman of Norco LLC, the parent to Norco Equipment, the group began by acquiring companies that were creating highly original customer-focused equipment for niche industries that were clearly in search of new ideas.

“Norco Equipment was founded on two key principles,” said Van Sant. “First, we will only manufacture value-engineered and differentiated products that deliver the reliable performance customers need at a price they can afford. Second, we will recruit people who have the knowledge and passion for their industry to provide the kind of service support that can help our dealers and customers succeed in their business.”

The result is a “customer-first” culture that Van Sant and his executive team are nurturing throughout the Norco organization, from product design to dealer service.

“In today’s economic environment,” Van Sant said, “building your business model around the customer is really a game-changing concept.”

Norco’s philosophy of innovation centers on Lou Holtz’ often-quoted “Platinum Rule” — an update to the traditional Golden Rule.

“We are usually told we should ‘treat others like you want to be treated.’ At Norco we say, ‘treat customers like they want to be treated,” said Van Sant.

In today’s tough economy, customers are looking to their dealers and manufacturers for more help with their business, while many OEMs are tightening up dealer service and aftermarket support to keep their own costs in check.

Putting the customer first at Norco Equipment means restoring a high level of personal service to high value products.