In EMS, program management is the “face of the company” to many customers. When those customers work with more than one facility, the challenge becomes ensuring that customers see consistency in the way their business is managed. This isn’t an issue for Tier One EMS providers, but can be for companies that have grown by acquisition or smaller EMS firms that are just starting to add facilities. My November 2017 article in Circuits Assembly looks at ways to address this. Read the full article here.
Does your company have issues in this area? PMCI performs customer surveys and program management assessments that can help identify specific areas requiring improvement. PMCI can also create program management handbooks and offer training designed to standardize the program management approach among all facilities.
Electronics manufacturing services (EMS) providers have unique challenges when it comes to marketing. First, there is very little difference among providers in a given size class in terms of equipment and core capabilities. Second, it is an educated, technical sell to a decision team who can lose their jobs if the contractor they select doesn’t perform. And, finally, it is a low margin industry with limited marketing budgets. How can you tell if your program is working or not? Here are five signs you should review it:
- Your Closest Competitor Could Put Their Name on Your Website or Ads and Not Have to Change Anything Else – Your marketing materials should focus on the aspects of your business that make your company unique.
- Sales is Having Difficulty Scheduling Appointments – A good marketing program helps inform the market about your company’s particular value proposition and attracts attention from prospects needing the solutions you offer. A weak program doesn’t differentiate your company from the competition and prospects see little need to agree to a sales call.
- Competitors Close Business at Companies Who Told Your Sales Team That They Weren’t Looking – Competition is heavy enough that out of sight is often out of mind. When a prospect goes into ready to buy mode, he or she often only tells the companies who are staying in touch. A good marketing program can help you stay in touch with periodic informational content such as white papers and emails.
- Trade Shows Get Zero Results – Does the trade show cater to an audience that buys contract manufacturing? Was pre-show publicity done? Did the booth use traffic-building activities to attract attention? Good trade show results are the result of good strategy. If you are simply going to shows and expecting great leads, you will be disappointed.
- Prospects Only Want to Talk Price – If all competitors look the same, the safest choice for a buyer is to select the lowest priced option. If one company appears to have a superior solution, price will be a secondary factor.
If you are seeing two or more of these situations happen, chances are it is time to review your marketing strategy. Powell-Mucha Consulting, Inc. can help. Visit our website: www.powell-muchaconsulting.com for more information on our services.
Circuits Assembly has just redone its website. The new look is great, but they haven’t finished re-indexing all their articles and apparently it will take some time. If you click on one my article links and get a bad page, just contact me and I’ll get you a copy of the article. Once they’ve fixed their site, I’ll re-index my links but their process may take several months. Sorry for any inconvenience.
It appears my publisher is joining the rest of the retail industry in starting sales early. Only theirs is also finishing early. If you’ve wanted a copy of “Find It. Book It. Grow It. A Robust Strategy for Account Acquisition in Electronics Manufacturing Services,” but felt the price was too high, now is your chance. Pennwell Books is running its end of the year sale between now and the end of November and the book is now $25. Here is the ordering link:
Have a great Thanksgiving!
IPC’s EMS Program Management Certification program will have two sessions coming up in September. As many of you know I teach part of the Essentials of Program Management portion. This EMS industry-developed program is a great way to ensure that your program management team has a balanced understanding of both the business and technical aspects of what many call, “the most challenging job in EMS.” The sessions are scheduled Sept. 13-14 at IPC’s headquarters outside Chicago and Sept. 17, 18, and 20, at Hunter Technology in Santa Clara, CA. For more information on course content, cost, all scheduled dates and ways to register visit: http://www.ipc.org/ContentPage.aspx?pageid=EMS-Program-Manager-Certification.
While I believe some of the talk of skills shortages is political hype from some employers not wanting to pay market competitive salaries, there is no question that many kids today don’t see a career in manufacturing as an exciting option. My column in Circuits Assembly this month discusses this issue and ways to help grow the available workforce and infrastructure necessary to support returned growth in the manufacturing sector.
My publisher, Pennwell Books, has an annual holiday sale where they really slash prices on some of their inventory. This year my book, “Find It. Book It. Grow It. A Robust Process for Account Acquisition in Electronics Manufacturing Services,” is on sale for $8 (lists for $69). So, if you’ve wanted a copy at a deep discount or wanted to buy several for your team, the sale runs from now through Nov. 30.
Here is the ordering link: http://www.pennwellbooks.com/fiitboitgrit.html.