Strategic Planning. Training. Market Positioning.

Years ago when I was giving a seminar on EMS Competitive Advantage at SMTAI, a person working at an OEM had also signed up. When I asked why he was registering for what was essentially a marketing class for EMS companies, he told me he wanted to hear what I was telling EMS companies about marketing. He’d been disappointed by companies who couldn’t walk their talk and basically wanted to see if I was telling companies to overstate their capabilities. The short answer was that I wasn’t. The EMS industry is selling a service-based relationship. Marketing efforts that focus on undeliverable promises do more harm than good. My February article in Circuits Assembly looks at the challenge of providing points of differentiation that track to deliverable customer benefits.

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