Are you a smaller manufacturer trying to grow your workforce? To start, you need to realize that working for a small manufacturer may not be the number one aspiration on a potential employee’s career path. Small manufacturers are not usually at the top of every job search. Some are in a building they’ve always driven past but never realized just what it was. That said, there are many reasons to choose to work for a small manufacturer. Here are some of the selling points you might want to highlight.

1. Community Focused

Smaller manufacturers give back to their community. They care about their town and actively work to foster relationships with their employees and members of the community. They can also be counted on to help when needed, whether fundraising or supporting a volunteering effort.

2. Family Oriented

Many small manufacturers are still family-owned and provide a family connection with every employee. Although this requires more responsibility and commitment from the owners daily, the benefit to their employees is a caring support system and mentorship opportunities that would not be available in a large organization. It also means company picnics and holiday parties with people you genuinely want to spend time with.

Additionally, managers are committed to making sure their employees are happy and have a chance to grow and thrive. Owners are invested in the success of the company and their employees.

3. Flexibility

Smaller manufacturers often offer more flexibility than other companies. You may need an earlier shift so that you can pick up your kids from school. They tend to be more understanding when you take time off to get to baseball practice and/or a dance recital because they have a family of their own. The empathetic support system possible in a smaller manufacturer is unparalleled.

4. Less Bureaucracy

Flexibility at a smaller manufacturer doesn’t just apply to scheduling. It also applies to the inner operation of the company. A smaller manufacturer will have fewer people needed to sign off on a change. If, for example, an employee comes up with a better way of doing something, it can be implemented a lot sooner at a smaller company.

5. Growth Opportunity

When setting career goals, a smaller manufacturer may be able to help their employees attain them. Cross-training can be easier to manage at a smaller manufacturer. This training provides employees with the opportunity to understand what they’re good at and where they best fit in.

Also, for an existing employee, there’s the opportunity to be the first to know about new positions available at the company, rather than waiting for a job posting from some department that they never interacted with at a larger manufacturer. Overall, there’s more opportunity as many people near retirement in the manufacturing field. Getting to know each employee allows the employer to better fit that person for the right position even if that’s not where they started.

As a point of differentiation, it’s important to focus on the opportunities and support provided at smaller manufacturers. Offering a family-owned or community-focused work environment is important to the incoming workforce. Use these tips to strengthen your message and attract a workforce that knows what small manufacturing is about.

Contact Us today to learn more ways that you can build your brand and grow your workforce.

Workforce development is critical for manufacturers throughout the country. Because of this, it is a focus for the work that our subsidiary CT Manufacturing Resource Group does. Development of an enduring workforce is a constant conversation in all industries, but the collaboration of manufacturing allows for opportunities like no other. There are a variety of specialties and opportunities for growth in all aspects of manufacturing.

This especially holds true when it comes to family-owned manufacturers. The care and commitment of the family name is the same care and commitment these companies have for their employees. This topic is discussed on the newest episode of Creators Wanted: Making the Future.

The video touches on family-owned businesses and the legacy created from opportunities in manufacturing. Careers are shaped and grown with care and investment in the longevity of these businesses. The investment in employees and a close-knit workforce builds these industries into the giants they are today.

During our recent Manufacturers Workforce Summit, we spoke to a panel of family-owned businesses about how they continue the legacy of growing manufacturing in Connecticut. A variety of topics were covered from these local industries and the conversation continues. Learn more about the family-owned manufacturing and how Connecticut continues to grow with our webinars.

In the last 18 months, the world has experienced a lot of change which could make planning for the future a bit more challenging. As a business owner, trying to stay ahead of the curve has become the new norm. Looking at the future based on what your organization has learned through the pandemic, will be important as you move forward.

Business owners and leaders are grappling with the following questions:

• How has our business changed?
• What efficiencies have we gained?
• What continues to be a struggle?
• Where do we still need to pivot?
• Which practices need to change?
• Who do we need on our team today and in the future?
• Which state and federal programs should we be investigating to support our needs?

As you think about the year ahead, understanding what your organization does well and what you could do better will fuel your strategic planning efforts.

At Web Savvy Marketers, we work with our clients to jump start strategic planning and assist with planning and implementing actions to achieve results. We’ve developed a comprehensive diagnostic focusing on workforce, operations, sales and marketing and funding which will help you pinpoint your organization’s strengths and opportunities.

Web Savvy Marketers offers the expertise of a larger consulting firm, without the big firm overhead fees. For over two decades, Web Savvy Marketers has developed an extensive network of local professionals with varying expertise and proven success guiding small to mid-size manufacturers. We utilize their participation to guide you to success while Web Savvy Marketers’ master project manages the process – so you don’t have to. This unique approach is flexible, affordable and makes implementing business goals achievable.For more information about our strategic planning programs, Needs Assessments and/or Web Savvy Marketers in general, please contact us.

Many customers look for “Made in the USA” when sourcing materials—but is it really enough to just pop a flag on your website and call it a day? You should take the opportunity to explain what it means for your company to keep operations in this country—and why it matters. The new generation is globalized and interconnected, so they might not be as quick to embrace the concept. As they enter the workforce, it’s important to make it clear to them how “Made in the USA” makes the world better.

It may seem strange to tie domestic production to workforce development, but with the right messaging, it can go a long way. “Made in the USA” promises a commitment to the worker, community, and environment that no other label can boast.

Trusting that your company will stand up for their employees in times of trouble has been the narrative of the pandemic. Companies like Sirois Tool are aware of the toll the pandemic took on both employees and local businesses, so they made the effort to show employees how much they appreciated their hard work by creating the “Lunchtime Challenge.” They provided lunch for their employees while helping other local businesses at the same time, continuing the program for more than a year over the course of the pandemic.

Sustainability is another tagline that trends well with interested audiences. Are you just following a trend or are you genuinely interested in investing in the future?

Companies like AMGRAPH are taking recycling and sustainability to a new level. Their commitment to long-term solutions is clear and proudly stated on their website: “We will always find ways to use less product up front without sacrificing any of the quality our customers expect and deserve.”

These long-term investments and pride in your industry are exactly what “Made in the USA” stands for. Preferred Utilities celebrated their 100th year of business last year, and they were commended by then-mayor of Danbury, Mark Boughton, for their years of success. He applauded Preferred’s commitment “especially in addressing environmental needs … and its support of the Danbury community in … charitable donations to Danbury Hospital, the Danbury Music Center, St. Jude’s, New Pond Farm, and others.”

“Made in the USA” is a point of pride. It means that you are committed to giving back to the community, long-term sustainable practices, and investing for the future of the incoming workforce.

Cold calling is STILL the number one way to get your exact message to the right audience.

With so many tools available to connect you with potential customers, you might think of the traditional cold call as a relic from the past—but the traditional cold call can be useful for growing your business if you approach it the right way. Knowing how to properly make a cold call can save you from countless hang ups and awkward encounters, and it’s a great way to create relationships with businesses that know nothing about you or your product. Cold calls give you the opportunity to share exactly what a new potential customer needs to hear.

Think of cold calling as the best targeted marketing possible. It’s the guaranteed way to for your prospects to meet you—and you might be exactly what they are looking for.

Have a Plan

The most important thing is to have a plan in place before you make the call. Define success ahead of time.

• Do you want an email address to follow up with?
• Do you want a meeting with the CEO to pitch your product?
• Are they another contact to add to your list to build your network?
• Are they a potential customer down the line or right now?

Be very clear with yourself as to why you are making the call. Why does this company care about staying on the line to make that happen? What are you bringing to this company that makes you stand out?

Most manufacturers can’t manage more than a couple new customers at a time, so it’s critical to vet potential customers. Who is your best current customer? What products are most profitable? Don’t try to reinvent the wheel when you can pursue more of what already works.

Who to Call

Any calling program starts with knowing who you are contacting. Cold calling isn’t just randomly dialing numbers and hoping for a good conversation. It requires you to research not just who to call, but also why they would want to speak with you. Know who you are calling, who you want to talk to, and why you are the ideal solution for them right now.

Keep It Simple

Cold calling isn’t a long conversation. Think of it as an elevator pitch or networking opportunity. I’m sure you’ve been in phone conversations that dragged on and you just couldn’t wait to get off the phone! Avoid being that call. Come to the conversation prepared, with a point in mind.

Approach it the same way you would if you were meeting face to face. You aren’t looking for all the information possible about everyone in the company, just a contact point to establish a connection and hopefully lay the groundwork for the next conversation. You want to keep it short, recognize their time on the call, and go for something tangible (like an email or phone number) that you can follow up with.

Have your talking points ready, but make it quick. Remember, this isn’t a catch up with a childhood friend. It’s just a brief call to get your foot in the door.

Clear Message

Remember: every call you make is to a new person, even if you have said your spiel a million times that day. The person picking up the phone doesn’t know you at all. Begin each call by taking a moment before to create a tone is positive. It’s so easy for someone to hear a negative tone, when you sound bored or drained. Avoid this by thinking about something positive before dialing the phone. It may sound a little comic, but it does work!

You are an expert in your industry. You just need is to convince the person on the phone of that fact. Share your story and passion! Showcase what working with you would look like, with great customer service or personal responses. Focus on whatever you bring to the table that makes you the ideal company and product.

After the Call

After the call, take a moment and recap. It’s important to do this after every call while it’s fresh in your mind. Fill in your contact sheet with any information gained, and don’t forget to ask on the call for names to be spelled out and read back to ensure they are correct! Make some notes for yourself of what went well and what didn’t.

Have a draft follow-up email ready to send to all new cold call contacts. Personalize it, fill in some customized details if possible, and schedule it to send immediately while you are top of mind with the prospect. This shows that you are invested in developing this relationship. It also helps get rid of that pesky to do list of emails if you send it off right away.

If you do the heavy lifting right after the call when the information is still fresh in your mind, it can save you countless headaches and make cold calling less stressful and more rewarding.

Other options for follow-up include:

• Adding the contact to a monthly newsletter
• Setting up a quarterly call
• Following up on questions asked during the call
• Connecting on LinkedIn with a personalized note about the call
• Sending over a case study showcasing a point talked about previously

You’ve created the first point of contact with a cold call. Go for the next two or three to really stand out!

Chin Up

Don’t be discouraged if things aren’t going well. Some calls might get sent to voicemail (have a great voicemail script too!), while other might be a hang up. It happens! But every call you make brings you closer to that great new contact.

Cold calls are a chance to expand your customer base, and the people who want your product will stay on the line if you convince them fast enough that you are the one with the solution to their problems. It’s a chance to speak directly to your targeted market. And of course, if you absolutely despise cold calling, outsource it to someone who doesn’t. It’s still a great tool to find new potential business!

For more information on business development and marketing, sign up for our newsletter or Contact Us. We’d welcome the opportunity to discuss your specific needs.

Fall is just around the corner which means students will be going back to school soon. The question is, will you be prepared to engage with this future workforce? Many manufacturers have a good working relationship with their technical high schools and community colleges. However, we know that this group alone will not provide the volume of candidates that will be needed to help with the shortage of employees that manufacturers face. You need to be communicating with your comprehensive high schools as well.

There are a couple touch point opportunities that come to mind…

School curriculums can be a means of connection – example: can someone from your company present on the day students are studying simple machines? This would be a great opportunity to show the evolution of manufacturing.

Interactive experiences in the classroom – work with the teacher to create a hands-on learning experience to build something with the students – this could help to engage some students, outside the Tech Ed realm, who might not have seen themselves going into the manufacturing field previously. Interactive experiences like field trips to your facility or sponsor a trip to an innovation lab.

High school students can provide an immediate solution to the workforce shortage but you should start even sooner. Late elementary and early middle school is when the conversation about a career in manufacturing should begin.  This is also when you can engage and educate the parents who often have a significant influence on the direction of that student.

Regardless of the education level you’re engaging with, it’s important to show your commitment to the community. This can be done by meeting with key contacts, supporting fundraisers, sponsoring and attending social events, or any other role to cultivate a symbiotic relationship. It is important to remember that working with school systems means being creative and reliably showing up for the most intentional events and support.

Having a specific plan to engage is very important. While school systems can be tough to navigate, being prepared can alleviate a lot of the stress and help programming happen. Teachers and school systems may not have an opportunity to reach out to businesses for programming that connects with curriculum. However, if you bring them a program that fits their curriculum, you will find them much more receptive to engaging with you and building a relationship.

The growing generation of creators and brilliant minds are everywhere. Short and long term investments in building your workforce can begin right in your own town. It’s critical to invest in a program that takes into consideration both the frequency with which you need to engage and the content needed to obtain the desired results.  If interested in creating a plan to work with schools or learn more about how we assist manufacturers in Connecticut to be more successful, visit the Connecticut Manufacturers Resource group at ctmrg.com.

Like many of you, the bane of my work day is the email inbox. The sheer volume of never ending emails is enough to overwhelm. On top of that there are the bolded, all caps subject lines yelling to be opened and read immediately.

The challenge is that email is one of the easiest investments in communicating to and growing your customer base. So why should you bother investing time in sending out emails if they are just going to go ignored? The bigger question is: Why are your emails being ignored and how do you get people to engage?

Yes, your weekly newsletter might be getting deleted from some inboxes during the afternoon slump. But did those emails address your customers’ needs? Probably not.

When investing in an email program there are a couple essential rules to follow. The first is clean and segment your database Take an evening, delegate to an assistant, hire a marketing professional. Whatever it takes, be sure to clean up your list. What you send out, no matter how engaging, won’t matter if the right people don’t see it.

Once you have the missing names or incorrect emails filtered out you should segment your list. There are several ways to segment a list. For most manufacturers segmentation by industry is the best option. You’ll also want to note if the contact is a customer, prospect or vendor. Now you can invest in building your relationship with the people on your list.

The Case Study

The best place to start is the case study. A case study should tell a story to the reader about your company that intrigues and showcases your product and process. When curating case study content, look at the information from your audiences’ viewpoint. A case study shouldn’t have a company centric focus. It should showcase something you did for a customer that may not be readily apparent to others.

This could be based on an innovative new product, or be a story about quality or customer service. If you choose to engage in a consistent email campaign be sure to mix it up a bit. If every case study is about a product, it will feel like you’re selling at your audience.

Case studies should addresses a challenge your customer faced and the solution you worked with them to find. Create a compelling story to showcase a different side of your company outside of products. The best stories are the ones that make the reader think “Wow, if they can do that for another customer then surely they can solve my challenge”.

Note: You don’t necessarily need to mention the name of the customer to get your message across, although it’s best if you’re able to.

When you create a compelling case study that customers can relate to, they will want to know more about your company. When you talk about something that you are passionate about, people listen. Make case studies work for you and showcase that passion.

Earlier this month, we told you about a scam email that two of our clients received in December that alleged they had misused photos on their websites. This is just one of many misleading emails or outright scams out there. We will continue to share the ones we come across, but we thought this was a good opportunity to tell you about a service that can help train your employees not to fall victim to scammers.

In the case of the photography scam, we were fortunate that neither client clicked on the link embedded in the email. Most companies count on their employees to know enough to keep their systems safe; however, employees usually are not trained on what to look out for. We recommend training your employees to protect your company from cyber-attacks through phishing scams.

Firewalls and anti-malware software are critical to fighting off cybercriminals and their malicious attacks on your servers, but many employees might not recognize a phishing email or know not to click on an embedded link. One click and you could become the victim of a malware attack. Education on the subject is a must.

Phishing Training will help you…

• Improve Awareness – If an employee doesn’t know how to distinguish between a legitimate email from a trusted source versus a phishing email, your system could be compromised.
• Avoid Unplanned Costs – Cyberattacks are expensive. The bad players may be able to access your financials or charge you to get your data back and, in some cases, leave you open to a lawsuit if they access customer information.
• Ensure Compliance – It’s simple. When hackers have access to your secure data, you risk violating the law in addition to risking civil penalties or a lawsuit.
• Protect Your Reputation – No one wants to be that company in the news with the major data breach.
• Create a Team – Educating your employees allows them to work as a team that can recognize a phishing attack and report it before hackers have a chance to take advantage of your network.

For more information on computer safety training, please contact us. We’ll connect you with a service provider who can assist you with your specific company needs.

In the last month, we’ve had two clients receive similar emails. Both mentioned images that were used illegally on their website. Since we purchased all images for them, we were sure it was a scam. Fortunately, both clients forwarded us the email without clicking on anything.

PLEASE be on the lookout for any email like the one below:

Hi,

This is Meleena and I am a qualified illustrator.

I was discouraged, putting it lightly, when I recognised my images at your website. If you use a copyrighted image without an owner’s permission, you’d better know that you could be sued by the owner.

It’s unlawful to use stolen images and it’s so mean!

See this document with the links to my images you used at (website name) and my earlier publications to obtain the evidence of my ownership.

Download it now and check this out for yourself: (a link supposedly to a document listing the pages with the images in question)

If you don’t delete the images mentioned in the document above within the next few days, I’ll file a complaint on you to your hosting provider letting them know that my copyrights have been severely infringed and I am trying to protect my intellectual property.

And if it is not enough, you may be pretty damn sure I am going to take legal action against you! And I won’t give you a prior notice again.s

There a are a few ways to immediately identify this as a scam:

1. Misspelled word – recognised instead of recognized (This technically isn’t a misspelling. That’s how the word is spelled by non-Americans—so it’s more an indication that it’s from another country.)
2. Request to download a file – never legit unless requested
3. Threatening language – used to scare recipient into action
4. No contact information – can’t confirm claim

This is just one of the many scams out there, but it’s rather prevalent these days. We thought we should send out a warning. Remember, NEVER download a file from an email you don’t recognize or remit any kind of payment to a person or company that you can’t confirm.