WWJ Closeup, April 2022

Published On: March 17, 2022By Categories: Groundwater Quality, WWJ Closeup

JOHN CARDIFF
Executive Vice President of Business Development
Canature WaterGroup
Carmel, Indiana

IF YOU COULD CHANGE ONE THING ABOUT YOUR PROFESSIONAL SELF?
I’d say taking time to relax and turn off the work switch. Business flows through my veins, so sometimes it’s a little hard for me to finish working. Although I’m better at doing this today than I was 20 years ago, I’m still a work in progress.

MOST SATISFYING PART OF YOUR JOB?
Definitely customer engagement! I really enjoy working with our sales team to bring on, train, and grow our customers’ water treatment business. Water treatment is not always the core focus of our customers, and helping them realize the opportunity to grow this segment of their business is very satisfying.

FIRST STEPS FOR A CONTRACTOR TO TAKE TO OFFER WATER TREATMENT?
Training should be at the forefront if any contractor is looking to get into the water treatment industry. They need to have the knowledge to apply, sell, install, and maintain this equipment. This is why we at Canature WaterGroup focus heavily on both in-person and webinar training.

WHAT WATER TREATMENT QUESTIONS DO YOU HEAR MOST FROM CUSTOMERS?
Most of the questions we get deal with what we call problem water, or private well applications. It gets a bit trickier when dealing with well water. Proper water testing is always the starting point, then consulting with a professional on treatment options is the next step. We provide both water testing and product recommendation services to our customers.

BEING EFFECTIVE IN WATER TREATMENT MEANS . . .
Having the knowledge to properly apply and maintain the equipment you are selling. Keeping up with continuing education is also important so you know what new technologies are available and what emerging contaminants are showing up.

WHAT DOES THE FUTURE OF WATER TREATMENT LOOK LIKE?
The rate of PFOA, PFOS, and contaminants like chromium and arsenic being found in groundwater is increasing at a dramatic pace. Consumers also have more knowledge than ever about what is in their water and the expectation is to provide a higher quality water. One treatment option is reverse osmosis.

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