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US$200.000 loss of WIKA pressure gauge deal

During the period of war, there was this philosopher named Zhu Yang who one day walked through a junction and was confused since he didn't know which way to go. He was mocked by others but he didn't really care that much about their mockeries, instead he said During a lifetime  there're many roads to choose from and this will get some people confused when making a choice .

There are also many difficult choices to be made when facing customers and their demands. There have been a few losses in customized orders of thermometer and pressure gauge  in Qualitywell’s marketing department, so what stories lies behind this and what decision should be taken.

We once received a customer’s inquiry from the Middle East, they wanted to purchase a batch of pressure gauges for an air compressor equipment. We exchanged more than 10 emails to discuss the details and specifications , including threading, accuracy , delivery payment terms etc. Everything was going on pretty well, just waiting for the contract to be signed. The customer ordered a ‘WIKA’ trademark to be printed on the plate, the customer couldn't provide an authorization nor any legitimate document from WIKA, he just insisted on printing the trademark on the gauges. If we agree, an order of US$200.000.00 will be made if not the negotiation will be breached. The ball was in our court and decision was ours. Apart from North America WIKA is has been a longterm partner with many years of cooperation. Even if not , should we accept this kind of business not ? This was a difficult choice for the wholesales team and top management to make. This wasn't the first time to come across such situation, its recurrent. Customers usually bring other company’s samples of thermometers and gauges and asked us to replicate the exact copy. Accepting this kind of business or not has always been a big issue. Accepting these types of deal will generally make our sales good and if not we’ll lost the deal and it will be transferred to our competitor. At moments like these, our Value and integrity always guide us to make the final decision. Integrity Qualitywell always acts in favor of customer’s safety , so at last the final decision was Giving Up the deal.


An estimated loss of about US$200.000.00 from the failed WIKA deal and some other similar orders , there are probably a million reasons but the main criterion of choice is; Integrity .