CSC stocks a huge


selection of new and used wire rope in Galvanized, Bright and Stainless Steel.


“It’s time-consuming, to be sure,” Cheek said.


“But it’s necessary for any company to maintain its competitive edge to focus on all areas of the business, and that includes marketing and branding. Of course, we are always on the lookout for the next sales opportunity, and figuring out how we can innovate in that area.”


A PIECE OF THE PIE Competition in a crowded industry is a very real consideration for Cheek. “Tis industry is like an extra-large pizza sliced about a thousand different ways,” he said. “It’s truly amazing to me that even seven years into this I can still cold call up a new company and make a sale from a firm in an industry I had no idea were using our supplies. “And that’s just the basic wire rope and rigging.


Creative concepts and new ideas have proven results in a variety of creative applications for the products CSC deals in. It’s really very interesting and makes this industry an exciting one to work in. And it allows for competition that I think is a useful driver that keeps us all progressing.” Healthy competition is one thing, but Cheek is also keenly aware of the challenge of differentiating Cumberland Sales Company from its peers in a small and crowded market. One of the core ways he says CSC stands out is its sales team. “If we are always known, above all else, as the company with the most experienced and knowledgeable staff, then I’ll feel we’ve done what we set out to do,” he said. “We try to be as people-oriented and customer-


32 NOVEMBER–DECEMBER 2019 WIRE ROPE EXCHANGE


CSC’s extensive stock includes nylon slings and synthetic rope products.


oriented as possible. Tere’s a lot of companies to buy what we sell from. We can answer the questions and offer a wealth of information relating to the product and the industry to our customers. We feel this give us an added edge. It’s about informing and ultimately helping make the industry as safe as possible. And that’s the difference.” Cheek noted that his company’s aim of contributing


to the conversation and knowledge base is helped along by industry events and trade shows. “Staying aware of what’s happening and being informed is key,” he said. “Attending AWRF events or the big shows like


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