Issue link: https://iconnect007.uberflip.com/i/1529411
34 PCB007 MAGAZINE I NOVEMBER 2024 themselves, so it's no wonder they gravitate toward the technical side of the business. When something goes wrong, their instinct is to look for solutions within the shop walls—upgrading equipment, tweaking pro- cesses, and improving efficiency. These are things they can control. But what happens when business slows down and the orders aren't coming in? e natural tendency is to assume the issue is with produc- tion. If only we could produce boards faster or with fewer defects, the logic goes, then we'd attract more customers. So, they invest in new equipment, maybe even fire a few salespeo- ple to justify the cost, and wait for the magic to happen. Spoiler alert: It doesn't work. e hard truth is that having the latest and greatest equipment won't help you if no one knows about it. If your sales team isn't out there actively engaging with customers—or worse, if you don't have a sales team at all—who will sell your capabili- ties? Who will tell your story? Who will differ- entiate you from the guy down the street with the same equipment? You can't rely on customers just walking through the door because you have a new drill. Customers don't care what drill you're using. ey care about what you can do for them, how you can solve their problems, and why they should trust you over the competition. at's where sales and marketing come into play. at's where relationships are built, cred- ibility is established, and business is won. Marketing Is Not a Cost, It's an Investment Cost is one of the most common excuses I hear for cutting back on sales and marketing. Shop owners view these areas as expenses rather than investments. I know that hiring a good salesperson isn't cheap. Running a tar- geted marketing campaign isn't free. But nei- ther is that shiny new drill sitting idle because you don't have enough business to justify using it. e difference is that sales and marketing are investments in your future growth. e return on investment (ROI) from a skilled salesper- son or an effective marketing strategy can be astronomical compared to the ROI of a new piece of equipment. A salesperson who brings in a big contract or a marketing campaign that generates new leads can keep your shop busy for months or even years—that's the kind of investment that pays dividends over time. The Real Value of a Good Salesperson A good salesperson isn't just someone who makes cold calls and hopes for the best. A good salesperson understands your business, your industry, and most importantly, your custom- ers. ey know how to communicate the value of what you do and how to position your shop as the best solution to your customers' needs. ey're not just selling a product; they're sell- ing trust, reliability, and partnership. e reality is that most shop owners under- estimate the power of a strong sales team. ey " When something goes wrong, their instinct is to look for solutions within the shop walls... "