The Jotun Group – Sales And Product Training Beginner’s Module

Welcome to the world of Jotun

The Jotun Group – Sales And Product Training Beginner’s Module

Sales and Product Training | BEGINNER’S MODULE

The Jotun Group – Sales And Product Training Beginner’s Module

Jotun today
• Established 1926 by Odd
Gleditsch sr
• 40 factories located on all
continents
• More than 11 000 employees
worldwide
• HQ in Sandefjord
− Hubs in Kuala Lumpur, Dubai
and Shanghai
• 4 Segments (Decorative, Marine,
Protective and Powder Coatings)
• 7 Regions
The Jotun Group – Sales And Product Training Beginner’s Module
Presence

Jotun worldwide

• 70 companies
• 40 production facilities
• Products available in 90 countries
The Jotun Group – Sales And Product Training Beginner’s Module

1 2
Protective Coatings - Concepts

Offshore HPI Energy Infrastructure Mining

The Jotun Group – Sales And Product Training Beginner’s Module

Jotun South Africa

• Established 1995
• Main focus on Marine and Protective
Segments
• 3 Branches:

o Cape Town
• Stikland (Head Office and Warehouse)
• Paarden Eiland (Training Centre)
• Blackheath (Manufacturing Plant)

o Durban
• Pinetown (Sales Marine/Protective)

o Johannesburg
• Spartan (Protective)
The Jotun Group – Sales And Product Training Beginner’s Module
Projects

Prestige projects worldwide

• Burj Khalifa, Dubai
• Eiffel Tower, Paris
• Burj al Arab, Dubai
• Canton Tower, Guangzhou
• Holmenkollen Ski Jump, Oslo
• Marina Bay Sands,
Singapore
• Oasis of the Seas, Florida
• Portside tower, Cape Town
• Cape Point Lighthouse,
• Slangkop Lighthouse
• Agulhas Lighthouse
The Jotun Group – Sales And Product Training Beginner’s Module

Working, in partnership

WITH YOU!!!!

This is a partnership to grow protective coatings

through training and understanding of the protective coatings
market.

Global Knowledge..…Local Presence

The Jotun Group – Sales And Product Training Beginner’s Module

Why buy Jotun

• Global expertise coupled with local experience.

• HSE compliance - High solid content products.

• Competitive products in multiple industries.

• Products for majority of applications.

• Excellent Technical service!

• And now, local MCI Machines distributed

throughout South Africa to reach the end user
quicker.
Sapa, Istanbul
The Jotun Group – Sales And Product Training Beginner’s Module

Jotun Multicolour Industrial Tinting unit

Benefits of Jotun Multicolor unit:

• Technologically modern and professional system

• MCI tinting system bring significant time saving

as well as improved customer service

• Extremely fast turn-around time

• Industrial colours designed for extreme

durability.

S-line Multicolor Tinting

Machine from CPS
The Jotun Group – Sales And Product Training Beginner’s Module

Why do we paint?
There are two main reasons for
painting:

• To protect property and for cosmetic

reasons

• It is financially very important to

protect structures against corrosion. A
good paint system will be a cost-
effective method of protecting the
structure:
o The life of the structure is
extended, maintenance costs are
reduced and the risk of accidents
which affect people and the
environment is reduced.
The Jotun Group – Sales And Product Training Beginner’s Module

What is Corrosion?

Corrosion is a chemical reaction

between a metal and its
surrounding environment
under the formation of corrosion
products.
The Jotun Group – Sales And Product Training Beginner’s Module

Can You Trust This Jetty or These Machines ?

The Jotun Group – Sales And Product Training Beginner’s Module

Paint consists of:

• Binder
• Colour pigments
• Extenders
• Solvents
• Additives
The Jotun Group – Sales And Product Training Beginner’s Module

Types of binders

Synthetic resin: Natural resin:

• Alkyd • Drying oil
• Chlorinated rubber • Wood rosin
• Vinyl • Coal Tar
• Acrylic • Bitumen
• Epoxy • Nitro-cellulose
• Polyurethane
• Silicate
• Polyester
• Polysiloxane
The Jotun Group – Sales And Product Training Beginner’s Module

What is a Binder ?
• A binder is a fluid or a solution
that forms a film during drying
or curing

• Describes the generic type of

paint/coating

• Bind pigments and extenders to

a solid film

• Provides the adhesion to the

substrate

• Provides the water, chemical,

solvent and UV resistance
The Jotun Group – Sales And Product Training Beginner’s Module

Modified binders
• A modified paint may contain more than one binder, e.g:
• Coal Tar Epoxy (no longer in Jotun assortment)
• Vinyl Epoxy
• Acrylic Epoxy
• Epoxy Mastic
• Polyurethane Acrylic
• Polyurethane Polyester

• A binder may be modified chemically by attaching new groups to their

molecules, e.g:
• Styrenated Alkyd
• Polyurethane-oil Alkyd
• Epoxy Ester
The Jotun Group – Sales And Product Training Beginner’s Module

What is the purpose of Pigments?

• Colour

• Corrosion inhibiting effect

• Barrier effect

• Anti Fouling effect

• Cathodic Protection effect

• Abrasion

• Gloss control
The Jotun Group – Sales And Product Training Beginner’s Module

Colour Pigments
• Natural or synthetic pigments

• Organic or inorganic pigments

• Gives colour to the film

• Hides the substrate (opacity)

• Almost all colours consist of a blend

of pigments

• Individual colours can be changed or

adjusted by altering the pigment
blend
The Jotun Group – Sales And Product Training Beginner’s Module

Active / Reactive pigments

Take an active role in ensuring that the paint
performs as expected:

• Anticorrosive (inhibitive or galvanic)

❖ Red Lead, For health
reasons are no
❖ Lead chromate longer used in
Jotun products
❖ Zinc Chromate

• Zinc phosphate
• Zinc dust

• Barrier pigments (flakes shaped pigments)

• Glass, aluminum
• Micaceous Iron Oxide (MIO)

• Antifouling
• Cuprous Oxide
The Jotun Group – Sales And Product Training Beginner’s Module

What is the purpose with Solvents?

• Dissolve the binder
• Give lower viscosity
• Give application
Examples:
properties for brush,
roller, spray • Water
• White Spirit
• Xylene
• Toluene
• Ketones
• Glycol
• Alcohols
The Jotun Group – Sales And Product Training Beginner’s Module

Types of Additives and Extenders

• Wetting & Dispersing Agents

• Rheological Additives (Viscosity

Adjustment)

• Driers

• Anti foaming/Air release additives

• UV absorbers/Light Stabilizers

• Adjust the gloss level (extenders):

• Anti Settling Additive

The Jotun Group – Sales And Product Training Beginner’s Module

Drying / Curing Mechanism

• The properties of a paint film is closely related to how the binder dries
or cures

• The three most common drying / curing mechanisms are:

1. Solvent evaporation (physically drying)

2. Reaction with oxygen in the air (oxidation)

3. Chemical reaction between resin and hardener

The Jotun Group – Sales And Product Training Beginner’s Module

Physical drying

• Vinyl
• Acrylic
• Silicone
• Anti-foulings

o The solvents evaporate

o Molecules pack and melt

together to form a paint film

o No chemical bonds
The Jotun Group – Sales And Product Training Beginner’s Module

Jotun’s Physically Drying Paints

Solvent borne: Water borne (Emulsion based):

• Conseal TU • Pilot WF
• Pioner Topcoat
• Solvalitt
• Vinyguard Silvergrey 88
• Pilot ACR
• Antifouling
o Seaquantum/Seaforce Series
The Jotun Group – Sales And Product Training Beginner’s Module

Emulsion based paint

In an emulsion tiny binder droplets flow freely in the aqueous continuous medium:

Dispersed binder droplets Water

The binder droplets can be made of:

• Acrylic polymer (physically drying)
• Vinyl polymer (physically drying)
• Alkyd (oxidatively drying)
• Epoxy (chemically curing)
The Jotun Group – Sales And Product Training Beginner’s Module

Drying of emulsion based paint

Water evaporates

= Dispersed binder
droplets Droplets are packing

Droplets melt together (coalesce) and form a continuous film

The film dries according to the nature of the binder

The Jotun Group – Sales And Product Training Beginner’s Module

Oxidative drying/curing

Alkyd

o The solvents evaporate

o Oxygen enter the paint and the
reaction starts
o The binder molecules link together
through a chemical reaction with
oxygen
The Jotun Group – Sales And Product Training Beginner’s Module

Jotun’s Oxidative Drying Products

• Alkyd primer

• Aluflex

• Pilot QD Primer

• Pilot II
The Jotun Group – Sales And Product Training Beginner’s Module

Product Introduction

• Here are some guidelines on our

products.
o Where they should be used.

• And, how to sell them to your customer!

The Jotun Group – Sales And Product Training Beginner’s Module

Steel Products

• When dealing with steel applicators the most important factor is to consider time
and consumption.

• First rule of thumb is to assess the company and equipment used, Are they
spraying with Cup guns, Diaphragm pumps or Airless Spray machines?

• What products are they using, Primer and topcoat? Just Primer?

• Here’s a tip: Head online and assess the Technical Data sheet to find out volume
solids https://www.jotun.com/ww/en/b2b/technical-info/tds/
The Jotun Group – Sales And Product Training Beginner’s Module

What are Volume solids?.

• Volume solids are the volume of paint left behind once it has dried ( Dry
Film Thickness ) measured in Microns

• 1mm = 1 000 Microns

• Tin with 60% Volume Solids
means 40% of the tin is
Solvents/Water ( if water based)

• If 100 Microns is applied to steel

wet once dried the Dry film
thickness will be 60 Microns.
The Jotun Group – Sales And Product Training Beginner’s Module

Reading a Technical Data Sheet

• Technical Data sheets provide all the relevant information needed to sell any product.

• Most important information:

1. Product Description

2. Volume Solids

3. Thickness per coat

4. Touch Dry

5. Dry to cure for service

The Jotun Group – Sales And Product Training Beginner’s Module

Understanding a Product application guide

• An application guide is an in depth document describing the

application process and relevant information thereof.

• Application guide extends information seen on an Technical Data

sheet.

• Application guides should be printed and handed to all customers

using the products for the first time.
The Jotun Group – Sales And Product Training Beginner’s Module

Group Exercise

• In groups using the TDS sheets provided prepare a quick

demonstration how a staff member would sell that
specific product to the customer.

• #NB use the papers provided and use images etc to

explain.
The Jotun Group – Sales And Product Training Beginner’s Module

Pilot QD Primer
• Single pack High volume solid Zinc
Phosphate Primer.

• Extremely Quick drying even in the

lowest temperatures.

• High spreading rate ranging from

8-14Sqm depending on micron
thickness.

• Available in – Black, Red or Grey

The Jotun Group – Sales And Product Training Beginner’s Module

Pilot QD Primer vs General QD Primers

Pilot QD Primer Current Supplier

Volume Solids 56% 11-13%
Touch Dry @ 23 Degrees 15 Min 15 Min

Consumption over 1 000Sqm @ 40 Microns DFT with 20% Loss Factor

Pilot QD Primer: 104.17Ltrs

General QD Primers : 530.34Ltrs

426Ltrs Saved
The Jotun Group – Sales And Product Training Beginner’s Module

Conseal TU
• Originally designed for
container touch ups

• Direct to metal

• Fast Curing

• Cuts out primer, therefore

increases production volume
and saves time
The Jotun Group – Sales And Product Training Beginner’s Module

Jota QD Topcoat
• Jotun’s latest QD

• Designed to replace Jotafloor

Rapid Dry in the QD Market

• High Gloss

• Available in Base 5 & 6

The Jotun Group – Sales And Product Training Beginner’s Module

Jotamastic 70
• Cost Effective Epoxy Primer

• 77% Volume Solids

• Suitable for Mild Steel or Coated surfaces ONLY!

• 100-250 Microns DFT

• 5:1 Mixing Ratio

The Jotun Group – Sales And Product Training Beginner’s Module

Jotafix EP Primer
• Cost effective Epoxy Primer

• Designed for Brush and Roller Application

• Can be applied on Galv, Stainless, Mild Steel and Coated surfaces

• 50-100Microns DFT

• 5:1 Mixing Ratio

The Jotun Group – Sales And Product Training Beginner’s Module

JotaFix PU TC
• Entry level Hardtop Flexi.

• Good gloss retention.

• Designed for brush and roller application.

• Cheaper than hardtop Flexi however does not have flexibility such as
Hardtop Flexi.

• Needs a primer and cannot be applied Direct to metal.

• Best suited for maintenance projects where a coating is already applied

or a primer is to be used.
The Jotun Group – Sales And Product Training Beginner’s Module

Hardtop Flexi
• Direct to metal Acrylic Polyurethane coating.

• Can be used Directly to Aluminium,

Galvanising, Stainless Steel, Plastic , Coated
Surfaces and Carbon Steel.

• Tintable in a wide range of colours

• High gloss

• Extremely flexible

• Direct to metal products helping to reduce

production time therefore saving companies
money.

• Long lasting gloss with minimal care needed.

The Jotun Group – Sales And Product Training Beginner’s Module

Jotamastic 90
• High Solids Epoxy coating suitable
for High corrosion.

• High build with a maximum DFT of

300 Microns per coat.

• Used in Highly corrosive areas as a

primer.

• Suitable as a topcoat internally

only.

• Must be coated with a twin pack

UV stable product if used in
outside environments.
The Jotun Group – Sales And Product Training Beginner’s Module

Floor Coatings
• Floor coatings require a range of tests to ensure adhesion and longevity.

• What is required?
1. Sound Surface for application – Old coatings removed and surface grounded by a
diamond Grinder
2. Moisture test to be performed. – Nothing higher than 4% is acceptable for many floors
3. Older floors require cleaning by Sugar soap or HTH Pool acid – Ensure floor is
thoroughly rinsed and all acid or soap removed.

❖ Questions to ask before supplying paint

1. Find out what the floor is used e.g: Factory floor, Garage, Showroom etc.
2. Is the concrete new or old concrete
3. What is the condition of the concrete – Is the concrete flaking off, Soft or a sound
surface
4. Is there a coating currently on the floor? If so what type ( Single pack or Twin Pack)
The Jotun Group – Sales And Product Training Beginner’s Module

Jotafloor Rapid Dry

• High Volume Solid single pack Alkyd Coating.

• Used as an entry level floor coating and QD Topcoat

coating.

• Tintable in a wide range of colours.

• Good Gloss retention

• Flooring purposes - Suitable for house’s, Garages

and any smaller floors with minimal traffic.

• QD Top coat – Suitable for farming equipment with

a primer needed.
The Jotun Group – Sales And Product Training Beginner’s Module

Penguard Clear Sealer

• Clear Epoxy sealer used to seal off concrete with moisture content below 4% only!

• Great penetrating properties used as a primer for twin pack flooring systems.

• Provides smoother working surface for top coats helping increase the square meter
rating.

• Can be used for : Concrete surfaces, Tiles ( Consult me first ) and Wooden
substrates

• A 30 Min induction time is needed before rolling onto the concrete.

NB - IF THE INDUCTION TIME IS NOT ADHERED TO THE PAINT WILL STAY TACKY FOR WEEKS
The Jotun Group – Sales And Product Training Beginner’s Module

Jotafloor Damp Bond

• Epoxy Clear sealer Designed for higher moisture floors “Green Concrete”.

• High volume solids.

• Very low pot life of 30 min from mixing.

• Suggested to thin down.

• Breathable epoxy however may still affect topcoats applied above should
moisture content exceed 4%.
The Jotun Group – Sales And Product Training Beginner’s Module

Group demonstrations
• Head outside to view the current Jotun products versus
your current suppliers.

• Discuss amongst the group how Jotun may benefit your

current customers.

• Discuss an action plan to achieve sales within your

organisation.
The Jotun Group – Sales And Product Training Beginner’s Module

How to sell Jotun

Tips and tricks

The Jotun Group – Sales And Product Training Beginner’s Module

How do customers decide?

The Deal = 29%
(rational)

How you Deal = 71%

(emotional)
The Jotun Group – Sales And Product Training Beginner’s Module

Communicating with Impact!

Your %
Actual %
Estimate

Words 7%

Voice 38%

Body 55%

100%
Professor Albert Mehrabian (UCLA)
The Jotun Group – Sales And Product Training Beginner’s Module

Understanding your customers

• Asking questions is imperative to understanding the customer’s needs and
determining the right products to recommend.

• For example: John would like to paint his gate, he visits your store.
o Are we able to determine what he needs, without approaching and asking him
questions?
o No

• Keep in Mind:
Your average walk-in customer has limited knowledge on what they need and the
wide variety of options available to them. This is not only your opportunity to
engage, but to assist the customer in buying the RIGHT PRODUCT for their
needs.

• A customer will usually choose the most affordable option of a 5ltr on the shelf. This
will be YOUR time to assisting and explaining Jotun’s added benefits and sales
points.
The Jotun Group – Sales And Product Training Beginner’s Module

Types of Questions

Open

Q uestions Open up
a subject
The Jotun Group – Sales And Product Training Beginner’s Module

Questioning Skills – Open Questions

TO LEARN THOUGHT AND

FEELINGS
Broad Specific

TELL WHAT(S)
WHEN
EXPLAIN WHERE
DESCRIBE WHY
WHO
WHICH
HOW
The Jotun Group – Sales And Product Training Beginner’s Module

Examples of Open ended questions:

• How old IS your fencing?.

• IS your gate already coated with paint?.

• HOW are you going to apply the paint?.

• WILL you be painting with a brush, roller or spray gun?.

The Jotun Group – Sales And Product Training Beginner’s Module

Types of Questions

Closed Close down

Q
a subject

uestions
The Jotun Group – Sales And Product Training Beginner’s Module

Questioning Skills – Closed Questions

TO OBTAIN YES OR NO
ANSWERS
IS
ARE
DOES
WILL
HAVE
COULD
SHOULD
WOULD
DO
CAN
The Jotun Group – Sales And Product Training Beginner’s Module

Examples of Closed Questions :

• HAVE you measured the Floors Moisture

content?

• Good day sir, how CAN I help you?

• HAVE you blasted the steel?

• DO you have access to spray equipment?

The Jotun Group – Sales And Product Training Beginner’s Module

CRM – Customer Relationship Management

• Think of the flywheel

• Attract: Attracting is about using your expertise

to provide conversations and insight that start
meaningful relationships with your customers.

• Engage: Engaging is about building lasting

relationships with people by providing follow up
questions, asking the customer for feedback.
This creates TRUST.

• Delight: Delighting is about providing an

outstanding experience that adds real value, and
become promoters of your company.
The Jotun Group – Sales And Product Training Beginner’s Module

Group exercise

• In groups using the headline supplied create open ended questions related to the
subject supplied.

• Find ways you can develop customer relationship management, using the Flywheel
example. Attract, Engage, Delight
The Jotun Group – Sales And Product Training Beginner’s Module

Feedback

• In your groups, set up a presentation on what has stuck out the

most to you and what you will use to carry you forward in the
future.

• Discuss and present what you will need from Jotun to assist you in
achieving your current goal to grow Jotun within City Paint and
Tool.

• What part of the course has made the most impact which you will
remember most.
The Jotun Group – Sales And Product Training Beginner’s Module