By 1955, NCH was experiencing tremendous success and continuing to expand. With faster, dependable rail service and truck lines, supplying and serving customers across large geographic areas became easier. This ability had a profound impact on the company’s business strategy.
The sales force grew and, as it did, a new team of sales management emerged, capable of providing the leadership necessary to continue developing new territories. In 1956, the first branch office outside Texas was established in St. Louis. Within a few years, NCH opened offices in New York and Los Angeles. To keep up with the increasing demand across the United States, NCH built four new manufacturing plants throughout the United States. In the 1960's, NCH began international expansion into Mexico, and today, operates in more than 50 countries around the world.
The geography of the company’s business was changing, but not its philosophy. That philosophy was still based on a strong sales organization providing superior maintenance products and services to its customers. The sales force was the primary link between NCH and its customers. To provide superior, professional service, the company took great care in the selection, training and development of each new sales representative.
NCH’s product catalog became an important training and sales tool. It supplied representatives with detailed technical information on each product. Using this information, representatives helped customers select the right products to solve specific maintenance problems. Across the U.S., customers began regarding the NCH’s sales reps as maintenance experts, relaying their knowledge and expertise.
The techniques that sales reps learned in NCH’s training manual, The Gears of Selling®, were as successful in Buenos Aires and Paris as they were in Chicago and Dallas. This success proved that the reasons people buy “quality and service” were the same regardless of language or geography.
International operations expanded. Over the following years, NCH expanded throughout Latin America and Europe. In 1992, NCH expanded into the world’s largest market, China. Today, NCH serves customers over 50 countries in North and Latin America, Europe, Australia and Asia.