1. Mining is a huge market for construction materials! It is frequently overlooked by building product manufacturers more tuned into above ground construction. Mining -- particularly underground mining -- requires concrete and other structural materials, lighting and communications, plumbing and ventilation, tools and equipment, and more.
Most products used underground have to meet severe service conditions including dust, moisture, physical abuse, and fire/explosion resistance. Yet many of our clients have found that, with appropriate product modifications and a disciplined sales and marketing effort, new opportunities can open beneath their feet.
2. A good illustration is an invaluable sales tool. When I had had to learn about the mining business in a hurry, I realized I was in over my head. It began opening to me when I found this illustration, in Shotcrete magazine. Within minutes, I was able to grasp important mine construction concepts and familiarize myself with terminology.
Of course words are also important in marketing. Sometimes a single phrase can change a person's entire attitude. It happened to me when I saw this phrase:
I can dig it!