Issue link: https://iconnect007.uberflip.com/i/1529411
32 PCB007 MAGAZINE I NOVEMBER 2024 When I consider the real cost to manufac- ture a product, I think about the misguided and short-sighted decisions business owners and managers sometimes make in response to tough times. I'm amazed at how oen I hear about PCB shop owners who complain about not having enough business, yet their solution isn't to hire more salespeople or invest in mar- keting. Nope. Instead, they go out and buy a shiny new drill. is approach is like adding more water to a leaky boat rather than patching the hole. Don't get me wrong, equipment is vital to any PCB shop. You need the right tools to get the job done efficiently and meet customer Make the Investment Where It Really Counts demands. But what good is all that fancy new equipment if you don't have the customers to keep it running? If your shop is struggling to bring in enough orders, the last thing you should be doing is fir- ing your salespeople or cutting back on market- ing efforts. Yet, for many in this industry, that's the knee-jerk reaction. Let's dive into why this mentality exists and why it's one of the biggest mistakes you can make as a business owner. PCB shops are, by nature, engineering- driven operations. They're filled with tal- ented people who understand technology, equipment, and manufacturing processes. Many shop owners started out as engineers It's Only Common Sense Feature Column by Dan Beaulieu, D.B. MANAGEMENT GROUP