Take Care of the Little Things


Happy New Year! Say goodbye to a crazy 2009 and may everyone hit the ground running with good health and a renewed spirit in manufacturing springs.

This issue of Springs highlights the topic of Sales and Marketing. What has worked in the past will still work in the future, but what are you doing to attract new business?

• Do you use a direct or indirect sales department?
• Are your advertising dollars well spent?
• Is e-commerce working for you?
• Are you utilizing Mfg.com, Thomas.net, and First Index as online sources for potential sales?
• Is your website up-to-date and easy to use?
• How do you and your company follow up on sales leads?
• How is your time spent with customers?

This is just the tip of the iceberg. Everyone has a “brand” and how you market yourself and your company dictates your company’s reputation for service, quality, and price. I’ve always said and have been taught to “sweat the big stuff” and “I don’t like to baby sit or be baby sat” by vendors and customers alike.

Is delivering products on time at a fair price acceptable? Or do you want more? Lead by example and exceed your customer’s expectations. Sometimes doing the right thing for your customer may cost a few dollars more and adding a little personal touch goes a long way. It’s the little things in life that separate and make you unique. Pay attention to those details and customers will remember. There’s more to a sale than just a good price. Many of the most successful management principles come from the following:

• Build a reputation for excellence – even at the expense of profits.
• Strive to offer the best values, not the lowest prices.
• Treat potential customers as equals and friends, not as targets.
• Shun debt.
• Don’t force employees to do things they don’t want to do.
• Learn the little details that shape your customer experience.
• Embrace change.

I have been honored to serve as your president for the past two years. Together with the SMI board of directors, executive committee and staff, we have made significant changes to increase and improve the many programs and services offered to our membership. A mere “thank you” would never be enough to express how fabulous Lynne Carr, Luke Zubek, Jim Wood, Dina Sanchez, and Gary McCoy are for the organization and the tremendous effort they put forth each and every day.

Scott Rankin and the SMI team are positioned for growth and endless opportunities. I know they will continue to execute the little things that will make a big difference for our association.