Issue link: https://iconnect007.uberflip.com/i/1529411
NOVEMBER 2024 I PCB007 MAGAZINE 35 see salespeople as an unnecessary expense rather than the backbone of their business. is couldn't be further from the truth. With- out sales, your shop wouldn't have any busi- ness. Without marketing, no one would even know you exist. Stop Hiding in the Shop It's comfortable in the shop. at's where you're surrounded by equipment and pro- cesses you understand. It's predictable, man- ageable, and feels like home. But the shop is where the work gets done, not where the busi- ness is won. e business is won out in the field: in customer meetings, at trade shows, and through strategic marketing efforts. I've seen too many shop owners hide in their shops, tinkering with equipment and optimiz- ing processes, while their competitors are out there winning the business. ey don't real- ize until it's too late that their shiny new drill won't save them. By the time they figure out that they've neglected their sales and market- ing efforts, they've lost valuable ground. A Balanced Approach Now, I'm not saying that you shouldn't invest in new equipment. Of course, you need the latest technology to stay competitive. But it's all about balance. You need to invest in both your equipment and your sales and market- ing efforts. One without the other is like try- ing to run a race with one leg. Sure, you can hop along for a while, but eventually, you will fall behind. If you find yourself in a situation where busi- ness is slowing down, don't immediately reach for your checkbook and start browsing the lat- est equipment catalogs. Instead, take a hard look at your sales team. Are they doing every- thing they can to bring in new business? Is your marketing strategy targeted and effective? Are you telling your story in a way that resonates with your customers? At the end of the day, it all comes down to common sense. If you don't have enough busi- ness, don't fire the salespeople and buy a new drill. Invest in the people who can help you grow your business: your sales team and your marketing efforts. Equipment can only take you so far. It's the relationships you build and the customers you win that will keep your shop busy and thriving. It's only common sense. PCB007 Dan Beaulieu is president of D.B. Management Group. To read past columns, click here.