Custom parts manufacturers often overlook a key ingredient to successfully market and grow their business via the internet: The phone. This fact is true regardless of the platform - whether it's MFG.com, search engines, or other marketplaces. All businesses rely heavily on the Web to find and be found. We're all becoming more reliant on it as a tool with multiple uses, including finding that elusive next customer. But while MFG.com and other online platforms excel at identifying WHO a lead is, they often aren't efficient at determining WHAT THEY'RE DOING. Consider these questions when discovering a manufacturing lead: Are they price-shopping?Are they looking for alternate suppliers?Are they looking for closer suppliers or shorter supply chains?Are they under duress due to supplier failure or poor quality? Answers to these questions will determine if this is a lead you want to do business with. For example, if they're focused on price then maybe they're a poor candidate. And the best practice to vet leads is the phone. Direct communications. Emails. Personal contact. The personal touch - applied BEFORE bids or RFQs are submitted - will often ensure a higher rate of success, and greater opportunity for future work. It's that last part that many custom manufacturers overlook. Buyers and those responsible for sourcing often find themselves dealing with poor quality, failed suppliers, or other supply chain challenges. When they do, they must accelerate the search for competence to overcome the failed first choice. The goal of marketing for custom parts manufacturers isn't just to win work or a specific job. It's also to maximize the likelihood that in the event of a catastrophic supply chain event, that buyer will remember YOU as the cure. A go-to. A capable, competent solution to get them out of a bind. These are some of the 'follow-up' techniques that successful custom parts suppliers apply on MFG.com: Determine Your Niche - Do you prefer prototype work? Small runs with tight tolerances? Large runs? A specific industry or market? Exotic materials? Tailor your needs to envision what your ideal customer looks like before submitting quotes or randomly contacting leads.Call First - Before spending time and money creating a quote, contact the buyer directly to determine motive and need. Pick up the phone. You'll waste less energy by not creating quotes for work from someone that's not a good match for your business. A simple rule: ask each lead 'why are you using MFG.com?'Tout Your Strengths - Take every opportunity to list your capabilities, specialties, experience, and strengths. Often. Include your competitive advantages in each email. In your MFG.com profile. Mention the advantages of doing business with you during each phone call. This practice will ensure a lead remembers you when they encounter the inevitable supplier failure and need help.Don't Swing for The Fences - Most reputable and competent buyers will not entrust an entire part or project to a little-known supplier. Look first at the lead / buyer for a good match with your business. Accept lower lot sizes or jobs as opportunities to grow long-term relationships, rather than a waste of your energy or capacity.Don't Give Up - Look past the specific job or part. Once you've 'met' a lead, follow-up regularly (but not too frequently) to remind them that you're still around. Make a call every 3 months and leave a message. Send an email - maybe even a newsletter with company updates. Include those strengths from above. Maintaining 'top of mind' can lead to substantial work later, with minimal effort. Following up ensures you've maximized your investment in MFG.com, and increases the chances you'll see profitable, long-term, and often unexpected business success.Tag:Manufacturing
