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Manufacturer of Jewelry Findings
Background
The firm was founded in 1940 by two brothers. Products include metal findings for jewelry, hardware, crafts, and the
electronics industries. Additionally, the firm produces metal stampings,
wire-forms (cold headed and threaded items), and houses complete electroplating
and assembly facilities.
The firm has many advantages within its sphere of operations. The full range of
in-plant operations includes every aspect of manufacturing from design—to
tooling—to plating. Whether the customer’s order is
small or millions of pieces, the firm can handle the order effectively.
Along with the technical expertise, the firm takes great pride in its customer
service. On-time delivery and exact parts required are qualities that have
gained the firm recognition within the industry. Management believes in taking
extraordinary care in doing the job right.
Management is doing everything they can to keep the business profitable while
battling competition from China. The industry is still shrinking and isn’t
as static as it once was. Many larger companies continue to get larger, which
afford them better purchasing power over smaller companies.
This is why change must take place.
Assistance Provided
The NYS TAAC reviewed the firm’s operations and concluded
that although the markets for the firm’s capabilities will rebound and
manufacturing was adequate for current output, the firm was experiencing a
dramatic change in how business was being conducted. Specific problems included
how the product was being offered and shown to customers. The firm was lacking
sales material that adequately represented the firm. Many times the sales reps would
have to contact someone in sales to get information and then go back to the
customer with that information, which frequently resulted in lost sales due to
timing.
The recovery strategy focused on developing sales
material that reps would use as they were generating business in the
field. Interviews with the field reps provided feedback for the best material
suited for this industry.
The outcome directed the firm towards a detailed product catalog that organizes
all the different options, products, pricing, and configurations the firm has
to offer. Part of the project would also prepare the material to be
ready for future use in the web site and easily modified as features/changes deem
necessary.
Project Results
The firm and the TAAC are very pleased with the outcome of this project.
The feedback on the catalog has been tremendous and positive. As the reps
become more familiar and comfortable with using the catalog they have
experienced a renewed excitement among their customers. The firm is now able to
provide the customer with the information they need at the initial sales call,
eliminating the need for a follow-up call. This industry moves too fast for
the sales reps to waste valuable time waiting for information from the factory
before they can provide the customer with a quote.
Management is thrilled with the results thus far. The firm has experienced a 25
percent increase in quoting activity since the new material has been available
to all the reps.
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