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One Way to Make Your Machine Shop Stand Out

May 20, 2016 / , , , ,


For most machine shops, marketing and branding are not top priorities. However, in today’s competitive market, industrial manufacturers are starting to see that creating a company brand or message can be an important part of the business strategy.

According to a report from Lippincott, more and more industrial companies are seeing strong brand management as a key for standing out from competitors and expanding into adjacent markets. “Leading industrials are starting to practice many of the elements of B2B branding, from identifying the key audiences for their messages to ensuring that their approaches to branding align with their business strategies,” the consultant firm states.

Of course, hiring a firm to develop a cutting-edge marketing campaign is likely not in your shop’s budget; however, you may want to consider developing a unique selling proposition (USP). As this article from Thomasnet.com explains, a strong USP, also known as a value statement, clearly articulates why a customer should buy from you instead of a competitor. The goal of this type of messaging is to attract customers on an emotional level that goes beyond cost.

“Without a compelling message, nothing about a shop stands out,” the article explains. “And when nothing about a job shop stands out as better than the others, it’s basically a commodity that can only compete on price.”

Ask yourself: What is unique about your company and its values? How do your services translate those values? Most importantly, how are you communicating this message to your customers? The answers to these questions can provide a good starting point for developing your company’s USP.

As stated in the Thomasnet article, an effective USP should meet the following criteria:

What does this look like in practice? D&J Technologies, a machine shop featured here in a LENOX white paper, lists the following USP on its website:

“Combining unparalleled quality, on-time shipping, and excellent communication, D & J Tech exists to make the manufacturing process effortless.”

Below are two more examples, as listed in the Thomasnet article:

These are just a few examples. At the end of the day, all managers should periodically ask the question: Why do customers choose to do business with us? Taking the time to turn the answer into a clear, concise, and marketable message could be a lot more valuable than you realize.

For more information on developing a USP, you can download a free worksheet here, or check out this article from Fabricating & Metalworking, which provides more than 20 tools to help you build your organization’s brand story.