Don’t Assume Your Customers Understand the Benefits of Buying American Made Products. It’s Up To You to Explain It
Austin, Texas: The media has been talking about US job growth and Made in the USA for many months now and too many US factories are just waiting for their phones to ring and orders to be faxed over.
But what are you doing to explain to your customers and prospects the value and benefit they get from buying American made products?
Are you working with them to show how you can significantly shorten lead time?
Are you explaining the cost benefits and potential savings in fuel costs?
Are you charting the economic impact that your factory has in your community — not just with your immediate jobs, but in ancillary benefits, such as more retailers and restaurants, better schools through increased tax revenues, etc.?
Are you showcasing your quality benefits?
Are you educating your customers and prospects about your strict adherence to employee safety, OSHA and EPA regulations, Consumer Product Safety compliance, etc.?
Are you talking up your diverse workforce?
Do you mention your customization options, color selections, sizing options and other benefits that can be done on small runs to give your clients enough customization and variety to succeed more easily?
Don’t expect your customers to put all these pieces together.
Don’t expect your customers to Buy American just because they heard a jingle on the radio or saw a Buy USA billboard.
Be pro-active.
Join with other American factories in your community or industry and get the word out.
Use social media to explain the competitive advantages of buying from an American company.
Keep your message on target – so that there will be no question why your American-made products are a better fit for your customers and prospects.
But don’t leave it to the media to do your job for you.
Get involved.
Discuss, explain and educate your customers on why they should be buying American made products.
Educate your employees as well- as they come into contact with at least as many people as you do in the course of a day – and they should be fluent in the talking points.
Over time, your customers will have no doubt why they should buy American made products.
Remember, the job you save may be your own.