How Do Job Shops Break Out of Their Local Market?
I meet a lot of job shops that don’t know how to sell beyond their local market and some that don’t even think to try.
Traditionally, job shops pop up in budding manufacturing hubs out of an increasing need for their custom services, but in today’s global economy, it’s not only possible but highly beneficial for shops to look for customers outside their immediate area. As someone who's had the privilege to travel and work with people around the world, I’ve found that getting out of our comfort zones and learning from other cultures helps us get a bigger perspective on life and think about the world differently.
Don’t get me wrong, I think supporting your community is great, and if you’re lucky to be in a growing economy with lots of opportunity and a diverse range of industries like we have here in West Michigan, you probably have plenty of work. But is it the kind of work you enjoy doing? Or are you just taking on whatever comes in the door without giving much thought to how it might affect your business long term? Are you getting paid for your expertise and your time? Or are you constantly in a race to the bottom with all the other local shops?
And what happens if your local industries decide they want to bring the work you do in-house or take it overseas? Or worse, what if your local economy tanks? We never thought the automotive industry would go belly up in Detroit, but it did, and it took a lot of local job shops with it–none of which were deemed vital enough for a government bailout. History has a bad habit of repeating itself, so what can you do to set your business up to persevere through these economic shakeups?
Well, you could break out of your local market and make a name for yourself that allows you to build a Radically Resilient business that you love. One that’s profitable and sought after by your ideal prospects. And how exactly do you do that? Like we talked about in my last video, you start by identifying your special sauce--your niche--and focusing all your energy on it. Then you infuse that special sauce into everything you do, build authority around it, and strategically grow your network.
I’ll start with an example. Hil-Man Automation is a 5 million dollar specialty machine builder with over 30 employees that is projected to double in sales this year. We live in an area that has a ton of manufacturing, so it would have been easy for them to just focus on serving that local market and providing whatever equipment it needed as their competitors have. But they didn’t. Instead, they took the road less traveled and focused on what they were great at, which was automating a few very specific parts of the glass assembly process.
Sure, they started out by serving their local market, which is what allowed them to gain this experience in the first place, and they still serve plenty of local customers, but ever since they identified this expertise and began presenting themselves as such, they’ve been able to land projects nationally and internationally as well. Projects that paid their worth and were not won based on cost.
If you know anything about the specialty equipment world, you likely know that Austria, Germany, and parts of Italy are the major players. Many US companies go there to buy equipment, and you never hear about European companies coming here for it. But last year, my customer was able to attract and even impress an Italian automotive glass manufacturer with their innovative approach to robotic priming, bonding, and soldering. The fact that this company would even seek out my customer is amazing, let alone give them multiple opportunities.
So, how do you get to be this Rad? How do you become a specialized job shop that attracts and impresses all the important players you want to work with? I’m going to break down those steps so you can start to develop your own strategy for breaking out of your local market.
Stop talking about capabilities and start talking about solutions.
Build case studies that address specific problems.
Show your credibility, and if you don’t have any, seek it out.
Mine your network for new connections.
Ok, allow me to elaborate.
Stop talking about capabilities and start talking about solutions.
Go to your website right now and read through what it says. Does it focus on the capabilities you have in your shop? Does it have a list of machines, tolerances, and materials, and use a lot of technical jargon and generic buzz words like quality and world-class? Does it focus on who you are and what you provide?
If so, your message is not effectively communicating to your ideal customer that you have the solution to their problems. People have very short attention spans these days, so you need that to be the first thing they notice when they land on your website. You need to reframe everything you say in terms of how the customer will benefit from your solution. They don't care who you are, not at first. They just want to know they're in the right place.
Now, let's start with your tagline–the bold heading at the top of your website's homepage that explains your value to your ideal customer. It should be short, catchy, and describe exactly who you help to solve what problem. If you were successful in the Setup process, you should have a very clear understanding of who your customer is and what value they see in you. Your messaging should speak to this person's fears, frustrations, wants, and aspirations.
For the equipment builder I mentioned, we came up with, “Your Glass Assembly Operations Should Run Like A Dream From Day One.” It puts the customer first, shows that we understand what they really care about, and makes it crystal clear what problem we solve for them. It’s bold and confident, and “Run Like A Dream” is descriptive, memorable, and carries a subtle layer of emotion.
This is hard stuff. You’re probably not a writer–that’s OK. We made a simple worksheet that you can download at the end of this video to help you with this. Just print it out, pick up a pen, and start scribbling down everything that comes to your head. Maybe even host a brainstorm with your team. Explain what you're trying to accomplish, set a timer, and make sure everyone understands that there is no such thing as a bad suggestion. A good way to break the ice is by offering up an overly silly example–brain food always helps too. The goal is to come up with something different that you will feel comfortable shouting from the rooftops. It will only work if it’s memorable and authentic to you and your business. Make sure you Google it to see what else is out there.
Once you have your core message, you can begin to create the rest of your messaging. Remember to frame everything through the lens of your ideal customer. What do they care about most? How does your solution make their life easier?
Build case studies that address specific problems.
Detailed examples and personal stories are key to connecting with your target audience and making them want to work with you. The goal is to help them see themselves in your solution. Think about past projects that were successful from your customer's perspective. What problem were they trying to solve? What solution did they have in mind before they came to you? How was your solution different? What was their ultimate goal in the beginning? How did the results of your work compare to that goal?
You want to get as detailed as possible with these case studies. Not only to connect with your target, but also to increase the searchability of your case study to increase your chances of getting found online. If you can use real numbers that showcase your results, that would be ideal, even if that means calling your customer and asking for details. How would you describe your customer? What do they do for their customers? What industry are they in? How big is their company? What type of product did you help them with? Is that product part of a larger assembly?
For the specialty equipment builder, we built case studies that had titles like, "Windshield Priming, Bonding, and Assembly Cell," and "Windshield Heat Element Soldering Cell." Titles are important for searchability, so the more descriptive you can get, the better. Each case study features a 3D drawing of the full system along with several photos and videos of that system in operation. We highlighted all the benefits their customer gained from installing the system, like improved cycle times, reduced waste, enhanced operator ergonomics, and decreased labor costs. We asked for testimonials from their most satisfied customers and used their name and company whenever possible. If we weren't allowed to explicitly say that a certain system was built for a Rivian or Ford product, we would instead say it was built for a "major electric vehicle manufacturer" or "one of the big three automakers."
Again, the more detailed you can get with these case studies, the better. If you don't have enough examples of the type of work you want to do, then use that as a sales tactic and an opportunity to gain more experience. In other words, try telling prospects that you're offering a discount for case study customers. You can do that without looking inexperienced if you position it right. You could be trying a new way of executing the work or trying to develop more business in their particular industry.
Show your credibility, and if you don’t have any, seek it out.
Testimonials and reviews are a powerful way to show your credibility, so don't hide them all on a Testimonials page that the user has to look for in your menu--split them up and use them throughout your website and sales materials. If you don't have any, ask for some! Add a note to the bottom of all your invoices requesting a review. If you send these digitally, you can add a link that goes right to your Google business page to make it really easy for them. And if you don't have a Google business page, go to Google maps, find your business and claim your listing.
Another way to get reviews is by writing a thoughtful recommendation for a past customer on their Linkedin or Alignable profile. A lot of times, this will prompt them to write a recommendation for you in return. And if it doesn't, let them know you're trying to grow your network and that a recommendation from them would go a long way. You can then copy their recommendation onto your website too.
Make sure you showcase the logos of your most recognizable customers on your homepage and link them to the customer's website in a new window. These outbound links can help increase your rankings in search results. On the equipment builder's homepage, we have a section titled, "Automated Solutions Validated by World Class Manufacturers," which features automotive glass powerhouses like Magna and PGW, followed by a few quotes from their customers that praise their work.
If you have any special certifications or memberships that your customer would recognize, do a Google image search to find a logo from the organization that awarded it to you and put it in the footer along with a link to their website. If you don't have any, is there an opportunity for you to take a class or join a trade association? The equipment builder features the Fanuc Authorized Systems Integrator logo next to a Robotic Industries Association membership crest and an award they won last year. We're also working with a Linkedin Influencer to share a video of one of their systems.
Look for any and all opportunities to showcase your expertise. Could you host a demonstration or webinar? Could you give a talk about your expertise at a trade show or association meetup? Are there podcasts or youtube series that would be interested in having you as a guest? If all of these options sound terrifying to you, that's just because you don't have any practice, so get some! Take baby steps. Practice with family members or friends first. Maybe there's a local college or high school you could talk to that wouldn't be as intimidating. No one is naturally comfortable with public speaking. It takes practice, and I promise it gets easier the more you do it.
Mine your network for new connections.
When you've done all this work to identify a clear target market and how your special sauce provides them value, you now have a reason to reach out to people in your network and tell them about it. Most people love catching up with old friends and colleagues, so position your request to connect accordingly. Tell them you're curious about what they've been up to and that you've been working on some exciting new things you'd love to share. Or you could offer to connect them with someone in your network, or maybe share an article or insight that they might find useful.
In most cases, they will be glad to help you out because they already know, like, and trust you, but there are a few little tricks that can make them even more eager to do so. First, the more specific you can be in describing what you need, the better they will understand how they can help you. Second, instead of making a direct ask, you can explain your situation and ask if they have any ideas on how you can get what you need. This is a really subtle difference, but it completely changes the game because it makes them feel like their opinion is important. For example, if you notice that one of your prospects is connected to someone you know, you could say, "I see you're connected with Joe Schmoe, do you know what would be the best way for me to reach out to them?" Then they might offer to connect you with that person.
If you're in a position to hire a salesperson, look for someone who has the industry connections you need to grow your business. The equipment builder recently hired someone who has been in the automotive glass industry his entire career. Now, he can reach out to his old connections to tell them what he's up to and generate some interest.
Learn how to identify which type of person you're talking to. Are they someone who just naturally loves to help people out? Or someone who has a natural curiosity about the world and is always looking to learn something new? Or are they someone who is very active online who could potentially help you get your message to the right audience? Maybe they host a podcast or write articles for your industry. Depending on who it is, you might approach your ask differently.
So, what can you do to break out of your local market and position yourself as an expert in your niche?
You can stop talking about capabilities and start talking about solutions. You can build case studies and articles that address specific problems your customers have. You can showcase your credibility and build your authority. And you can mine your network to get referrals from people who already know, like, and trust you.