MARKETING MATTERS
Practice Persistence and Focus Charles Qin, Shape Dynamics Inc., USA, Muskegon, Michigan I
magine a giant rock under a wa- terfall, with its unique shape and cutouts. What has carved that rock into such a graceful form? Water. You may consider water one of the
softest materials on earth, but its force also can be the strongest. When water drips onto the same spot year after year with persistence and focus, even the hardest rock can be carved out. Persistence and focus can be just
this powerful in contributing to the success of a business. In the metal- casting industry, we know it requires step-by-step production to manufacture quality tooling, produce a rough casting and machine a good part. Exploring a potential market, cultivating a new cli- ent and developing new product lines all require time, persistence, patience and focus. We have to be clear about the trends in the industry, the types of people we are working with as potential customers, and whether it is possible or worthwhile to develop new lines of products. The patience to go through step-by-step procedures to finish these jobs and the determination to overcome obstacles on the way to achieving a desired goal are what we can categorize as persistence and focus, whereas our sincere care for employees and future clients and the thoughtful attention to the details in the approach are the personal touch. We should behave like water, being strong yet soft and flexible.
Persistence and Focus in Practice Currently, the world economic reces-
sion has severely affected the metalcast- ing industry. Many facilities have closed down, and other companies have been forced out.
MODERN CASTING / August 2010 A tooling company I currently
am working with is faced with the same tough situation. The declining number of domestic metalcasters means less business. What shall the business do? How can it overcome the present difficulty and fight for ultimate success? When should it implement new strategies? The tooling company’s presi- dent and market- ing team analyzed the prevailing situ- ation, closed down one of its domestic plants and moved it to China. In the beginning, the new outpost lacked jobs and experience. It seemed that the plant would not survive; however, the company has since begun to work out a long- term marketing strategy that is like water—strong and persistent while adopting flexible and diversified ap- proaches to its potential customers and market. The tooling business first re-exam-
The tooling company also has adapt-
You may consider water one of the softest materials on earth, but its force also can be the strongest. When water drips onto the same spot year after year with persistence and focus, even the hardest rock can be carved out.
ed its approach to open its product lines to different markets. Like water, it is permeating and penetrating differ- ent corners to take over new niches. Since the company already is good at one type of tooling, why not expand into similar products? Is the company persistent? Yes. Is it focused? Yes. But the most im- portant thing is that it is flexible enough to change with the industry trends and focused enough to capital- ize on any minute business opportu- nities around it. To stay in touch with these trends, ex- ecutives from the company attend metalcasting trade shows around the world and visit factories in the industry.
Now, the U.S. economy is showing
ined its past customers, including those who declined its services before. People who did not accept its sales calls may have had good reason for doing so. But if the company’s new service could help resolve potential customers’ existing problems, they would become its new and future customers. With persistent and undaunted efforts working with past sales leads, many of them became new customers.
some signs of improvement and recov- ery. The new automotive companies have not only survived but have be- gun to thrive. More projects are being released to automotive metalcasters, and it is time now for all companies in the metalcasting industry to be persis- tent in pursuing new business on the horizon, yet remain focused on our main course to reach that promising land of success.
MC
Charles Qin is a marketing consultant with industry consulting firm Shape Dynamics Inc., USA. He is based in San Francisco.
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