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Want to help your business now & in the future? Written By Marjorie Millay, Flow International  Recessions, as painful as they are, also are a normal part of the business cycle. However, there are things your business can do now to not only survive this challenging market, but also thrive once the economy improves.
Businesses that include waterjets, whether part of your manufacturing process or acting as a job shop for others, are in a unique position to grow because you can expand your capabilities for your current customers as well as enter new markets. Some key benefits of waterjets and why they can benefit your business include:
- Waterjets are more versatile than any other process and give you far more flexibility.
- A waterjet opens up the ability to cut a wide variety of materials: rubber, glass, steel, aluminum, composites and laminates are easily cut with a waterjet. You name it and a waterjet can cut it.
- Perhaps you are currently cutting parts for customers from thin sheet metal. Now you can get incremental business from them by being able to cut thicker parts or other materials.
- It only requires a single tool setup for any pattern, material, or thickness.
- It has quick turnaround - a waterjet is easy to program, with fast setup, and there's little need for expensive tooling or fixturing with just a 1/2 lb of vertical force.
- Because it's a cold cutting process there's no heat affected zone, and therefore the total time of creating the part may be slashed because you don't have to grind off material. And there's no dangerous fumes you need to vent off.
And which industries should you consider targeting for work?
- Aerospace. Companies do a lot of subcontracting for specific components. They are typically looking for materials made of aluminum, titanium and composites.
- Artistic and architectural materials made of stone, marble, granite and glass. The demand for cutting unique architectural pieces out of marble and granite as well as unique shower installations is expected to grow.
- Military applications. The military has identified a number of armor plating designs that protect troops in various theatres.
- Energy. The energy industry will continue to grow and although consumers have cut back, they're not going to stop using energy.
- Infrastructure. Infrastructure improvement is one of the targets of the stimulus package. Contact your local water and sewage facilities or state and local road construction departments. All will be getting money and will need parts-ranging from fasteners to replacement components.
The beauty of a waterjet is that you don't need to turn away work because it's a short run or uses non-conventional materials. Waterjets are fast to set up and they cut virtually any material. Marketing Your Business
Congratulations - you've purchased a waterjet. What are your next steps? During economic slowdowns, smart business owners get tough and try to gain market share by using innovative, low cost, and high impact marketing tactics that get results. A few examples include: - Leverage the media for news stories. The local media are interested in stories about local businesses. Pitch news stories about open houses or large contracts. And, PR can get you something far better than advertising can - credibility and the ability to position yourself as the local expert. While the cost of news stories is free, it can take time to break through the noise to get your story told, so remember to be patient, yet persistent.
- Implement a referral program. All business owners know how powerful referrals are, but few have any type of systematic referral program. Companies believe that giving great service will automatically result in lots of referrals. But it's not that simple. Many of your customers would be happy to give you referrals but they are too busy or they just don't remember. Some ways to get you on their radar: send thank you notes, give gift certificates, a nice bottle of wine, a discount on their next job. Any of these will go a long way in helping them remember your name.
- Pursue joint marketing opportunities. Make a list of quality companies that market to your target customer. An example would be your suppliers, like those who provide you steel and aluminum plate. If you become more successful, your purchases from them will increase and it's a win-win already. Next, approach the owners of these businesses and ask them if they would like you to send a letter to all your customers endorsing their products or services and in return they tell their customers about you -everyone wins including your customers who now get great service from two suppliers.
- Leverage your customer relationships. The most valuable asset you have is your relationship with your current customers. Are there products you are making that are complimentary but some of your customers are only purchasing one or the other? Make sure you let them know you can supply both. Develop samples that you or your sales staff can have readily available to show customers and prospects your capabilities. Repeat business is vital to small businesses and improving your customer service is a great business opportunity in a recession. After all, it's your customer that's really signing your paycheck.
Leveraging the power of waterjet technology with simple marketing and superior customer service will put your business in a great position to grow as the economy improves-which it will!
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