"We recognized that we could develop an improved product designed with the end-user's needs in mind. The multi-color product resolves the difficulties in recognizing and separating the conductors," she said.

The flat product has been praised for ease of use due to its completely color-coded conductor construction. The conductors, when snipped, pull cleanly away from each other and never leave uneven tears or exposed conductors as the product's flat yellow predecessor can do. "The feedback has been overwhelming. End-users are calling and asking where they can purchase this product. We are in the process of establishing a network of manufacturers' reps across the country to promote the International Wire product line. Response from representatives has been excellent. We find that they are anxious to promote a submersible cable line that provides time-saving and safety benefits such as the multi-color flat construction," said Whitacre. "International Wire also manufactures a complete line of heavy-duty and twisted pump cable constructions."

Paul Kreiner, owner of Kreiner Sales, a stocking representative for International Wire, has been particularly pleased with customer response and International Wire's commitment to quality and service.

"I have been working with International Wire since they made their decision to enter this market," Kreiner says. "They consistently put their customers first, from product development to container-controlled stock that allows complete traceability of their products throughout the manufacturing process. This traceability, along with their ISO-certified manufacturing facilities, ensures their quality standards are the highest."

Kreiner Sales keeps nearly one million feet of International Wire inventory in Dallas, TX, allowing him to provide next-day service within a 600-mile radius. "Customer service and an outstanding product line is the key to our success," says Kreiner. "Placing product to key destinations throughout our territory in less than 24 hours with a very low back-order rate is what International Wire and Kreiner Sales are striving for." In his 15 years of warehousing, Kreiner has maintained this excellent customer focus.

Speaking of the International Wire and Kreiner Sales service, Monroe Jackson of AMC Industries, a pump supply distributor, says "Having the wire the next day allows us to lower our inventory levels and still meet our delivery schedules." AMC recently built a new distribution facility in San Antonio, TX. Jackson adds, "AMC Industries has five branches throughout Texas and Oklahoma where service is also their trademark."

International Wire attributes their submersible pump cable success to a solid understanding of end-users' needs from product development through next-day delivery of product. Whitacre adds, "Relationships mean a lot in this industry and customer service will always be our primary focus."