Anjeka Sales Case Study: Tackling Persistent Foam in Waterborne Industrial Coatings

Customer Background & Challenge

Customer: A medium-sized waterborne industrial coatings manufacturer in East China, mainly producing waterborne epoxy floor coatings and acrylic engineering machinery paints.
Core Pain Points: During the production of high-solid-content waterborne epoxy floor coatings, high-speed dispersion generates a large amount of stubborn microfoam that is difficult to eliminate. The current defoamer (mineral oil-based) has slow defoaming speed and occasionally causes cratering when added post-adjustment, leading to customer complaints.

Anjeka Solution & Validation

Sales Action: The sales representative learned about the customer's pain points through technical communities and approached their formulation engineer, Mr. Wang, with the proposition of "Efficient Defoaming and Anti-Cratering Solution for Waterborne Epoxy Systems."
Needs Discovery: Using the question checklist, the sales rep confirmed the resin system (epoxy emulsion), the main problematic stages (grinding and paint mixing), the type of current additives, and concerns about cratering.
Testing & Validation:
Procedure: Recommended an A/B comparison test. Sample A used the original formula and defoamer. Sample B added 0.3% Anjeka-5064 before grinding, with all else unchanged.
Result: After 24 hours of standing, the foam height of Sample B was significantly lower than that of Sample A. Draw-down and spray-applied films showed that Sample B had a dense coating film, free of pinholes and craters, completely resolving the original issue.

Value Demonstration & Follow-up

Value Communication: The sales rep explained to Mr. Wang and the procurement manager that Anjeka-5064 not only solved the technical issue but also reduced the risk of rework and complaints due to appearance defects through its stable performance, thereby improving the first-pass yield rate.
Objection Handling: In response to the objection that "the price is higher than the original product," the sales rep guided the customer to calculate the additional handling costs and brand reputation damage caused by cratering complaints, and pointed out that the dosage of 5064 had room for optimization, making the overall cost controllable.
Closing the Deal: The customer agreed to a trial order of 25kg. After the trial, production stability was verified. The customer has since incorporated Anjeka-5064 into the standard formula for their waterborne epoxy floor coatings and begun testing it in other product lines.

Key Takeaways

Precision Targeting: Approach based on specific technical pain points (difficult defoaming in high-solid epoxy systems + cratering risk), not generic sales.
Knowledge Base Driven: Communicate strictly based on the product knowledge base (suitable for epoxy systems, anti-cratering, can be added early) to build professional trust.
Verifiable Path: Provide a clear, simple A/B comparison "minimum verification plan," allowing the customer to verify the effect personally with zero risk and low cost.
Beyond Price Negotiation: Steer the conversation from "unit price" to "total cost of ownership" (quality risk, production efficiency) to solidify value.

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