Equitee’s story
Equitee supplies base, refined, oxidized and micronized polyethylene waxes, made through an advanced refining process for low volatiles and known for high melting points and low viscosity. Its waxes go into paints and coatings, adhesives, rubber, PVC, road marking, bitumen modification and masterbatch, and the company offers technical support alongside the product.
Wax is only half of the business. Equitee also offers engineering services to industrial plants: pre-commissioning and commissioning, start-up and operation, major turnarounds, performance optimization, technical audits and full-scope operations and maintenance. Its specialists have worked with EPC contractors, technology licensors and equipment vendors on gas chemical complexes, refineries and gas-to-liquids plants, both on site and remotely.
Buyers can request a product sample or a technical data sheet through Equitee’s website, and the company tailors its solutions to each customer. Its stated aim is to lead the synthetic wax industry through innovation, sustainability and a commitment to excellence.
That mix gives Equitee an unusual range of customers. Some come for a wax grade and a data sheet, others for a team of engineers to support a plant start-up. Each relationship has its own people, its own questions and its own pace.
Seven industries, seven sets of questions
A coatings maker and a road-marking producer ask different questions and need different grades. One cares about dispersion and gloss, another about how the wax behaves in a hot mix, and both expect a supplier to remember what they discussed last time. Selling into seven industries means holding a lot of context about each customer.
That context builds up in every sample request, every data sheet sent and every technical conversation. It is what lets a rep pick up a call and continue where the last one ended. When it is not written down in one place, the customer ends up explaining their needs again.
Engineering work adds another layer. A plant that needs commissioning support or a turnaround plan asks very different questions from a buyer comparing wax grades, and the same company may do both. Keeping track of which conversation is about which part of the business is part of serving the customer well.
Three sources, three versions
Customer details lived in spreadsheets, the context of each conversation in CRM notes, and follow-ups somewhere else again. Each rep pieced a customer together from whichever source was open, and the pieces did not always match. A contact updated in one place could still be out of date in another.
Follow-ups were the weakest link. Because they were tracked apart from both the spreadsheet and the notes, it was easy to lose sight of a promised call or a sample that needed chasing. Nobody could see at a glance what was due for a customer, or who was meant to do it.
The result was a team that worked hard but not from the same page. Questions about a customer were answered differently depending on who answered them, and keeping three sources in step was work in itself.
Engineering projects and wax sales also ran on different rhythms. A commissioning job can last weeks, while a wax buyer may reorder regularly for years, and neither fitted neatly into a spreadsheet built for the other.
The PromptLab moment
Equitee did not need another place to store data. It needed one place to replace the three it had. PromptLab brings customer records, the notes on each conversation and the follow-ups on each account into the same system, built around the way an industrial supplier sells: with samples, quotes and price lists alongside the pipeline.
Equitee brought records, notes and follow-ups into PromptLab together, so the team now starts from the same account history. The switch also meant one less thing to maintain. Instead of keeping three sources in step, the team keeps one system current, and everyone reads from it.
“We replaced spreadsheets, CRM notes, and follow-ups with one system. The team finally works from the same data.”
How Equitee uses PromptLab
Equitee’s team uses PromptLab as the single system for its customers, from the first inquiry to the follow-up after a delivery. Its work there falls into three parts. The aim throughout is simple: whoever opens a customer in PromptLab should see the whole relationship, and nobody should need a second source to complete it.
Customer data in one place
Customer records and the notes on each conversation sit together in PromptLab, instead of in separate spreadsheets and CRM notes. Existing data can be imported from Excel or CSV files, so the move did not mean starting from a blank page.
Each account holds its contacts, the industry it buys for and the history of the relationship. Fields can be added to match what Equitee needs to know about a customer, such as the application a grade is used in, so that information has a proper home instead of a column in someone’s file.
Search and saved views make that data easy to reach. A rep can pull up every customer in one industry, or every account with an open sample request, in a few clicks instead of filtering a spreadsheet by hand.
Engineering customers fit the same structure. A plant that buys services rather than wax still has an account, contacts and a history, and it sits in the same system as every other customer.
Follow-ups in the same system
Follow-ups live in PromptLab as tasks next to the customer they belong to, rather than on a separate list. Each one has an owner and a due date, so it is clear what is due, for whom and by when.
Because the follow-up sits on the account, the person doing it sees the context straight away: the last conversation, the grades discussed and any sample or data sheet already sent. A follow-up becomes the next step in a conversation, not a reminder with no story behind it.
Managers see follow-ups too. Open tasks across the team are visible in one place, so it is clear which customers are waiting for an answer and where a hand is needed.
The same account for every rep
Whoever picks up a customer sees the same history as the rest of the team, from the grades it buys to the last conversation. Emails sent from PromptLab are saved to the right contact, so the record grows as the work happens rather than after it.
When a customer calls, the answer no longer depends on who picks up. A colleague covering for someone else can see what was promised and continue from there, and the customer does not have to repeat themselves.
That consistency is what the team was missing. With one account and one history, every rep gives the customer the same answer, and the customer deals with Equitee rather than with whichever person happens to answer.
One record as the business grows
Equitee sells to a wide spread of industries and combines products with engineering services, and both sides of that business depend on knowing customers well. With records, notes and follow-ups in one system, each new customer adds to a shared history instead of another file.
The next steps build on the same base. Quotes, samples and price lists already sit in PromptLab beside the accounts, ready for a team that wants to take more of its sales process into the system its customer data now lives in.
