Success Story | Lee Miller, Paint Valley Equipment

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Success Story | Ingenuity and Determination Fuel Paint Valley Equipment's Growth

Lee Miller
Lee Miller

Paint Valley Equipment

 

 

 

Lee Miller first began working with his dad, Levi, when he was a boy. He worked on their dairy farm in southern Ohio until he was 14. Then in 1983, after the family moved to Paint Valley, six miles west of Millersburg, the two of them got busy clearing timber and building a home. After pulling 50,000 feet of timber that summer, the tracks on their old dozer were worn to the point that the dozer couldn’t be used.

Levi, known for his determination, decided to reject the high-cost option of getting the tracks repaired and figure out how to fix them himself. He had to engineer and build his own track press to be able to do the repair—no small feat, but he succeeded!

That is how Paint Valley Equipment (PVE) was born; once their own repair was complete, they started doing track repairs for others. Lee and Levi worked long hours in a cold and dirty space, heated with a wood burner. Their perseverance paid off, as it wasn’t long before they started repairing other parts for heavy construction equipment.

PVE diversified over time, buying and selling used parts and equipment for a good number of years, and ultimately adding into the mix the engineering and manufacturing of new parts. Nearly 15 years in, sales had increased every year, and they knew they were offering products that their customers loved. But they also knew that they needed to change “how” they worked—they wouldn’t be able to sustain their growth and give customers the information they wanted if they didn’t put the right systems and processes in place.

One big change they made in 2007 was to eliminate all retail sales so that they no longer competed with their own dealers. But that meant they needed to replace those sales, and they didn’t have any marketing presence for doing that.

Lee worked with Spire in 2007 to build a new website, one that effectively communicated PVE’s offerings to dealers. Along with this, PVE rebranded itself and chose a new logo. Dealers now had easy access to good information, and as a result, sales dramatically increased.

Then in 2018, PVE worked with Spire again; it was time for a new, up-to-date website, and they wanted to enhance their marketing efforts as well. They hit it hard—brochures and video for a trade show; and email campaigns for things like trade show follow-up, announcement of the new online catalog, weekly inventory updates, and dealer onboarding instructions. They also started writing a quarterly newsletter and articles for their blog. Lee reported, “We’ve been able to build a better funnel for new dealers. Our website is a strong marketing tool. We’ve had a large increase in new dealer applications.”

Today, the manufacturing of parts for heavy construction equipment is PVE’s sole business. They have become experts at providing the right high-quality part exactly when and where it’s needed. Seventy percent of orders are drop shipped directly to the dealer’s customer, with a ninety-six percent on-time delivery rate. This means that excavators and construction workers across the country (and globally) are getting replacement parts in their hands as soon as possible. Best of all, PVE’s employees have achieved this by valuing things such as hard work, relationships, honesty, and integrity, and they can feel great about that.

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