© Small Business Marketing Solutions ~ White Paper Number 0007 ~ Dave Duncan ~ 2008
Finding the Sweet Spot...
In tennis, serious players know just the right place on their racquet to really smash the old ball back. If they hit the ball back from that perfect spot, they have maximum control and the speed that they want the ball to go. They call it the "Sweet Spot". In the manufacturing services business, you have the same challenge. If you do the job that really fits your organization, you make your most profit and please your customer the most. That job came from your sweet spot.
If you sit down and think about it, what is your sweet spot? What service do you provide that you really do well? What service do your customers compliment you on? What service do you offer that you know with confidence that both you and your customer will be happy that you did the job? If you can name that service, you have just found your sweet spot.
Now let's market it. Back in the 70's, I worked with a machine shop that was located in Northern California in a machining area where there were located over 40 machine shops. It was a very competitive market place and there was a lot of price cutting with machine shops coming and going all the time. The owner and I examined his capabilities and determined that he had put an ID/OD grinder in place to do final finish grinding on turned parts and held very close tolerances. There was only one other shop in the area with similar equipment. By marketing to that capability, many new doors opened and the profit margins increased. In addition, customers that utilized that capability also gave work with lesser needs for tolerances to make him successful, as they wanted to make sure their special tolerance machine shop stayed in business.
It is time to sit down and think about your sweet spot. You may have several. Then you need to see what industries need your sweet spot. You have now developed target markets. Now that you have your manufacturing sweet spot defined for your target market, take a look at the other requirements that this industry needs and see if you need to add other capabilities in order for your company in its entirety to become their sweet spot.
Contact DaveIf you have any specific questions regarding this particular White Paper or with regards to any other subject then please feel free to contact Dave Duncan at Small Business Marketing Solutions using this contact form. Dave will be happy to hear from you and you can take advantage of his tremendous experience which he has earned the hard way over many long years... Thanks for your interest...... We can assist you with your marketing objectives. Give us a try and reap the rewards of a professionally managed marketing campaign designed exclusively for your business... |
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