Figure out what your customers want and give it to them.
To succeed in business today especially a custom business where you’re making products based on not your designs but the customers’ designs you have to be flexible. You have to listen to what your customers want today and what they are going to need tomorrow and customize your offerings to meet those needs.
This concept is pretty straight forward you are in the business of providing your customers with the products they need, with the products that they have designed so that they can produce their end products. It’s not rocket science…er well in some cases it is when you consider our business. So its Important we don’t niche ourselves out of the market.
Winning new customers is a long, time consuming and expensive process. You have to invest lietrally thousands of dollars on every new customer you attain. So once you have that customer you have to do everything to nurture your relationship with him, you have to do everything in your power to keep that customer. The better you are at this the better your company will do. The more long lasting customer relationships you have the longer you will successfully stay in business.
So then why would you not grow with your customers? Why would you not do everything in your power to provide these good hopefully customers for life with everything they need to stay your customers for life?
And once again we get back to understanding what your customers’ needs are today and what they are going to be in the future and then adapting your company’s offerings accordingly.
This means asking them to share their technology road map with you. This means asking them to share their future plans for their future products with you. This means asking them what they are going to be looking for from you as a supplier in terms of Quality, Technology and other special capabilities in the future. If you are willing to do this and if with great honesty, sincerity and credibility you can express to your customers that you are in fact willing to do this, they will be happy to work with you helping you to set up your company to work with their company in the future.
This means that if whatever direction they are heading in you will be there for them
If in the future they are going to need boards with very fine lines you are going to be there for them.
If in the future they are going to need flex and rigid flex boards you are going to be there for them.
If in the future they are going to need boards with CTE materials you will be there for them
And if they are going to need something that is impossible for you to provide say for example large volume orders at the best value possible you, as their PCB expert provider will find a source for them and if you have a been a true partner they will want you to handle that source. Since you’re selling service, credibility and trust and solutions there is nothing wrong in fact there is everything right in your providing your customers with all the solutions they need even if you have to sub out the ones you do not directly provide yourself.
If you can do all of these things. If you can offer your very good customer partners on complete one source solution you will succeed, you will have customer for life and you will become your industry’s “go to” supplier for all of their PCB needs.
And here’s an added bonus, just a little secret here for you to consider; no one is doing this at this time. We are all so niched out that we are limiting ourselves in terms of what we can provide or should I say allow ourselves to provide to our customers. There are many cases right now where the customers particularly the high end customers are looking for some to handle all of their PCB needs. They just want someone they can rely on to handle our product for them. Now I warn you these high end customers and the current world game changers to they are very demanding and their needs hard to keep up with. In some cases their board requirements can be beyond what most board shops can handle but I don’t look at this as a stopper but rather an opportunity for a good open minded board provider to instill itself as their board supplier, to act as their true partner into the future and with great patience, deliberation and endurance find a way to meet their needs and help them to create the products that are yes in fact actually putting a dent in the universe.
Those PCB companies who are willing to do that are the companies who are going to be around for a while joining these companies of the future in that future. Its only common sense