The Role of

The Small Manufacturer

Dennis Mason

Mason Consulting

Made for Each Other!

Small Manufacturersand

Small Dealers

Shared Attributes

• Business Size and Complexity• Lack of Bureaucracy• Relationships with Customers• Flexibility• Need to Differentiate

Small Manufacturers Need

• Dedication to Brand• All Orders• End User Feedback• Dealer Loyalty• Local Promotion

Small Dealers Need

• Proprietary Products• Attention to Orders• The Ear of the Manufacturer• Manufacturer Loyalty• Local Promotion

Possible Collaboration

Private LabelFor a small dealer, a private brand may only involve designing labels and buying in slightly larger lots.

Possible Collaboration

Joint PromotionSmall manufacturers do not have large advertising budgets, but they may be receptive to sharing the costs of a specific promotion in a dealer area.

Possible Collaboration

Test MarketingA small manufacturer with a new product idea may find it advantageous to work with a small dealer to find beta sites and obtain confidential customer reactions to product use.

Possible Collaboration

Case StudiesSmall manufacturers have difficulty getting user stories at large end users. But small dealers know the owners of small users, which often make excellent case studies.

Possible Collaboration

TestimonialsLarge printers rarely provide manufacturers (even large ones) with testimonials. But small dealers can make them happen.

Dealers Beware

Small Manufacturers Rarely Have: • Lots of staff.• Big advertising or public relations budgets.

But Dealers Note

Small Manufacturers Often Have: • Intense product focus.• Accessibility to top management.• Willingness to work with small dealers.• The ability to make quick decisions.

Manufacturers Beware

Small Dealers Rarely Have: • Lots of staff.• Big advertising or public relations budgets.

But Manufacturers Note

Small Dealers Often Have: • Intense geographic or process focus.• Accessibility to top management.• Willingness to work with manufacturers.• The ability to make quick decisions.

Advice forSmall Manufacturers

• Don’t Overlook Small Dealers.• Don’t Ignore Smaller Cities and the Burbs.• Don’t Expect Love From Large Dealers.• Don’t Expect to Compete with Large

Manufacturer Prices or Programs.

Advice forSmall Dealers

• Don’t Overlook Small Manufacturers.• Don’t Apologize for Your Presence in Smaller

Cities and the Burbs.• Don’t Expect Love From Large

Manufacturers.• Work with Small Manufacturers to Your

Mutual Benefit.

And Now a Word From Your Sponsor

For more than 20 years, Mason Consulting has worked with small manufacturers to increase their market penetration, introduce new products, and solve distribution problems. All referrals are gratefully accepted.

Dennis Mason

Mason Consulting Inc.

708-246-7786

Skype: masonconsulting

dennis@masonconsulting

www.masonconsulting.com

Thank You!