Standard of Excellence: Being a Valuable Customer

Anaya_Vardya.jpgWe always talk about being a valuable vendor, but what about being a valuable customer? If you think about it, you’ll realize that being a valuable customer matters too—especially if you want to get the most from your vendor-supplier partnership. It is always important to be your supplier’s favorite customer, even if what you buy from that supplier is not enough to make you qualify for the 80-20 rule that all companies live and die by (80% of your business comes from 20% of your customers).

The most important thing in any relationship is to be fair and equitable. And the best way to do this is to always treat your suppliers as you yourself want to be treated. You should always work on intentionally making your relationship valuable to your vendors and doing whatever you can to make sure that you have to vendor’s loyalty and attention at all times.

Here are five guidelines for making sure that you are always your suppliers’ most valued customer.

1. Ask them what they like in a customer.
Yes, just ask them. Many companies develop an ideal customer profile when they are looking for new customers. By using this profile as a template, they decide who their best customers are from their own customer base and then use that template to find new similar customers. Ask your vendors if they have an ideal customer profile and how you fit into that profile. You are going to get a lot more out of your relationship with your vendors if you allow them to let you know what they feel makes an ideal customer.

2. It’s not all about the money.
There is much more to a customer-vendor partnership that the money. Don’t get me wrong, we all think that money is great, but that is not the most important factor in a great relationship between you and your vendors. What’s most important is that both companies in the partnership get something out of it that they would not get alone. A key factor can be technology. I have heard some PCB suppliers call it “paid tuition”; they love the idea of learning new technologies and getting paid for it. For both parties, this is one of the true benefits of a great partnership. Your vendor grows with you as your need to develop new technologies arise. It’s good for you because you have your own R&D partner, and it’s good for them because they are learning and developing a new technology that will make them a more valuable PCB supplier to their other customers as well as to you.

3. Be accommodating.
This is an easy one, but not too many customers consider it. Try to help your vendors as much as they help you. Please get rid of the old saying, “Whoever has the gold makes the rules.” That is not the true golden rule; it’s one of the factors that hurts most vendor-customer partnerships because companies that follow this rule often put an edge in their relationship that will never allow it to turn into a true partnership. Instead, follow the true golden rule: “Do unto others as you would have them do unto you,” or, “Treat others as you want to be treated.” This is the simplest and most effective guideline for a successful and valuable rep-vendor partnership.

4. Share your future.
This means trusting your vendors with your proprietary information, as well as sharing your plans for the future, including new strategies, technologies, and products that you plan to introduce. This kind of trust not only creates a bond with you and your partner, but it also helps you to get their input and cooperation by making them a part of that future.

5. Pay them on time.
Nothing creates more loyalty with your vendors in a timely fashion or even before they expect. Another advantage of being a good and early payer is that it gives you tremendous leverage when it comes time to negotiate for that annual bid or a new piece of equipment. Your vendors will be more than anxious to work with you, even if this is only based on your payment history. You are going to pay them anyway, so why not make the payment on time and get all of the benefits that this will earn you instead of having your supplier chase you for payment?

Conclusion
Many factors go into making a company successful, including how good your products and services are. And the key to producing and delivering great products and services is how you treat not only your employees but also your vendors. Always keep that in mind, and your chances of building a great company will greatly increase.

Anaya Vardya is president and CEO of American Standard Circuits. Vardya is also co-author of The Printed Circuit Designer’s Guide to… Fundamentals of RF/Microwave PCBs and Flex and Rigid-Flex Fundamentals. Visit I-007eBooks.com to download these and other free, educational. He has most recently co-authored Fundamentals of PCB Technology.

Back

2020

Standard of Excellence: Being a Valuable Customer

07-14-2020

We always talk about being a valuable vendor, but what about being a valuable customer? Anaya Vardya shares five guidelines for making sure that you are always your suppliers’ most valued customer.

View Story

Standard of Excellence: A Great Partnership Is a Two-Way Street

06-08-2020

Are you a good and true partner to your PCB vendors? Are you doing everything you can to participate in an honest partnership where both partners equally look out for one another? Anaya Vardya shares 16 questions to consider when contemplating how good a partner you are to your PCB vendors and others.

View Story

Standard of Excellence: You Get What You Pay For

05-12-2020

When you work with a good PCB fabricator, you need to have a good understanding of the total value of the product. Many companies look for the bottom-dollar price of PCBs and do not take the time to make sure they are getting the very best deal they can. Anaya Vardya discusses the value of a PCB and what makes up the true costs.

View Story

Standard of Excellence: Partnership in Challenging Times

04-14-2020

Now, more than ever, we need to partner with one another. Traditionally, Anaya's columns have focused on developing a strong working bond with your PCB vendor partners. In this column, Anaya discusses how we must have partnerships with everyone we deal with during our daily business lives.

View Story

Standard of Excellence: Successful R&D With Your PCB Partner

03-17-2020

Now, more than ever, we have to rely on our PCB partners to help us with new product development. A great deal of trust and confidence in our PCB vendors is required to create and fulfill this type of partnership fruitfully. Anaya Vardya shares eight things that must be in place to have a successful R&D relationship with your PCB partner.

View Story

Standard of Excellence: When Your PCB Vendor Gets in Trouble

02-24-2020

It happens all the time, and even in the best-run companies: Something goes wrong. This is especially true in PCB fabrication, where some of the boards they fabricate can take up to 120 process steps to build. Anaya Vardya shares four ways that you can help your PCB vendors when they run into trouble.

View Story

Standard of Excellence: Five Ways to Stay on Track With Your PCB Vendors

01-14-2020

One of the most important aspects of the customer-vendor partnership is to keep the vendor aware of their standing with you. Anaya Vardya shares five ways to ensure that you and your PCB vendors are on the same page when it comes to how both of you are doing as working partners.

View Story
Back

2019

Standard of Excellence: Respecting Your PCB Vendor Partner

12-10-2019

One of the more important aspects of any partnership is mutual respect for one another. And, of course, this is extremely important when it comes to your PCB vendor partner. Many times, in the past, PCB fabricators have been treated as the third wheel in the relationship, stuck between their suppliers on one side and their vendors on the other. In most cases, both of these other entities were much larger and more powerful that the PCB shops.

View Story

Invite Your PCB Partner to a Strategic Sales Meeting

11-11-2019

The best way to work with your PCB vendors is to treat them as strategic partners. This means not only sharing your current needs but your future ones as well. I know that this requires a great deal of trust on your part as well as that of your PCB vendor partner. But if you have been reading this column, and doing everything we have recommended, then you should already be prepared for this. If you want your PCB vendor to be prepared to meet your future needs, you have to tell them what they are; it’s that simple.

View Story

Standard of Excellence: Your PCB Technology Partner

10-15-2019

There are regular PCB vendor relationships, and then there are the partnerships where you invest in future projects, such as developing processes for a new technology where you will have to share the work, responsibility, and success of the project. In short, project partnerships require a much deeper and more trusting relationship with your vendor.

View Story

Standard of Excellence: Great Partnerships Are Forged in Adversity

09-24-2019

When you’re in the PCB business, the one thing you can count on is that something will go wrong; it always does. Here are six steps to not only help and support your vendor through problematic times but also use the adversity as an opportunity to develop a deeper and more productive relationship.

View Story

Standard of Excellence: How Strong Is Your Vendor Partnership?

08-28-2019

For the past year, I’ve talked about various aspects of developing a great vendor-customer relationship with your PCB fabricators from trust to confidentiality and sharing the future. Here are 10 questions to ask yourself when testing the strength of your current partnership with your vendor.

View Story

Standard of Excellence: Finding a Global Solution With Your Domestic Supplier

07-23-2019

As the world goes global, so does the PCB industry. It is no longer sufficient to have a domestic PCB vendor; it has become critical to have a portal to offshore PCB acquisitions as well. But here are six reasons why, in many cases, it is better to go through your own domestic PCB supplier when you want to take advantage of the global PCB vendor base.

View Story

Standard of Excellence: Choosing the Right Replacement Vendor

06-24-2019

What happens when you have all of the suppliers you need, but a larger firm acquires one of them all of a sudden, and there is only one qualified supplier left when there used to be two. As a smart PCB user, you always want to keep your options open in case you are going to have to qualify another supplier to buy your PCBs from.

View Story

Standard of Excellence: Three Ways to Face the Future With Your PCB Suppliers

06-03-2019

Once you have established a solid, trusting relationship with your PCB vendor, you can start working together developing new products, technologies, and in some cases, services. There are even times when your PCB supplier will bring projects to you. Here are three ways that you can work with your PCB suppliers to face the future.

View Story

Standard of Excellence: Four Tips on Listening to Your PCB Suppliers

04-29-2019

Once you have done your due diligence, have developed a strong working partnership with your PCB suppliers, and now feel confident that those suppliers are the right ones, the next step is to recognize that your PCB suppliers are indeed the true experts, and that you can trust them enough to listen to them. Here are four tips on listening to and learning from your suppliers to ensure that you have the best PCB value that money can buy.

View Story

Standard of Excellence: Buy Based on Value, Not Price

04-02-2019

There are only two ways to buy PCBs; the first is based on price, which is the wrong way because it encourages a very shallow relationship based on just one thing—the price of the boards; and the second, and right, is based on value. A great company should understand what it means to buy value.

View Story
Back

2018

Standard of Excellence: Preparing Your Vendors for the Future

12-03-2018

Now, it’s time to talk about the future with your PCB vendors. Referring to our previous columns, if you’ve done everything right so far, you will now have a strong working relationship with your PCB supplier. They understand all they need to know to fabricate perfect boards for you at this time. With trust and respect between you, you’ve truly formed a strong partnership going into the future.

View Story

Standard of Excellence: Forging Partnerships Through Adversity and Problem Solving

10-29-2018

For the past few months, this column has discussed how to find and work with a great PCB vendor, and most importantly, how to form a strong, productive partnership. This month, Anaya Vardya will address how adversity can forge a great partnership between you and your PCB vendor that will last for life.

View Story

Standard of Excellence: Working for the Future—Partnering with PCB Vendors on Innovative Technology

10-01-2018

The true test of the vendor-customer relationship comes when you need innovative PCBs—boards that are not easily found in the common marketplace and are so technologically advanced that they require your designers and suppliers to work together to go where neither has before.

View Story

Standard of Excellence: Preparing for the Future with the Right Supplier

08-13-2018

Is your PCB supplier ready to take you into the future? Sure, they are doing a good job today, but what about tomorrow? What will happen when new designs require boards to be made with thermal or RF materials, or have lines widths down to two mils?

View Story

Material Selection: The Key to RF/Microwave Success

07-23-2018

This month's column is written by Anaya Vardya and John Bushie. In today’s environment, there are a number of suppliers that may have similar materials but price points and lead times may vary. If you are open to trying different options, it is a good idea to work closely with your PCB fabricator so they can educate you on these aspects. Another option is to do parallel builds with multiple materials in the early stages of honing a new design to determine the optimum material set.

View Story

Standard of Excellence: Making Your PCB Fabricator Your PCB Partner

06-12-2018

Are your PCB needs exceeding your vendor base’s capabilities? Do you feel that your suppliers are no longer able to keep up with your PCB needs? Do your designers feel limited by your vendors’ limited capabilities? Are you finding an issue locating alternate sources for PCBs due to the consolidation of the larger shops in our industry? If so, you are not alone.

View Story

Standard of Excellence: 5 Things a Total Global Solutions Supplier Can Provide

01-10-2018

Our world now extends far beyond the traditional brick and mortar of the domestic board suppliers of yesteryear. Now our customers demand that PCB fabricators provide them with a complete and total printed circuit board solution, from domestically built ITAR-registered defense and aerospace boards to high-volume, offshore solutions.

View Story
Back

2017

Standard of Excellence: Customers are Shooting for the Stars—Are We Coming?

08-17-2017

For years we have been calling them “science projects,” those PCB orders that did not quite fit into our normal process stream and therefore needed special attention, as well as special handling. Often, we have had to use trial and error to come up with just the right process to successfully complete the order.

View Story

Standard of Excellence: The Challenges of Hiring Good People and Methods for Success

05-17-2017

Increasingly, we hear about the challenges of finding and hiring good people in our industry. We are being hit on all sides; much of our work force is aging out while young people don’t seem to be too interested in joining the printed circuit board industry. Let’s face facts: Fewer young people are going to college to become circuit board process engineers.

View Story

Standard of Excellence: The Advantages of Flex and Rigid-Flex Circuits

05-01-2017

Since their introduction, flexible and rigid-flex circuits have been steadily moving from the fringe of electronic interconnection towards its center. Today, flex and rigid-flex circuits are found in countless products from the very simple to the highly complex. The reasons for this shift to the center are numerous; most of them are related to the advantages they offer. An examination of some of the benefits and advantages will make this clear.

View Story

Standard of Excellence: Staying Prepared with Operations

03-08-2017

Handling the operations of a PCB company these days is a challenge, to say the least. When I started in 1979, we were building single-sided, double-sided, four-layer multilayers, and the occasional six-layer if you really had your act together. We were using FR-4 materials sprinkled in with an occasional polyimide build.

View Story
Back

2016

Standard of Excellence: Selling Technology—A PCB Engineer Transitions to Sales

12-21-2016

Selling technology today takes a great deal of time, patience and most of all knowledge of the product. There was a time when a salesperson was just that, a salesperson. Now, with the onset of all the new technologies, from RF and metal backed boards to flex and rigid-flex boards, to HDI and microvia boards and heavy copper boards, a salesperson must know what he’s talking about.

View Story

Standard of Excellence: RF Microwave Technology—The Future is Now

11-29-2016

Although RF/microwave technology has been around for a considerable amount of time, many people are still not sure exactly what it is. This month, I am going to dedicate my column to explaining exactly what it is, why it is used, and in what products is it used. I’ll also discuss who needs it.

View Story

Standard of Excellence: Let’s Get Flexible

11-18-2016

Although flex and rigid-flex technology has been around for many years, it is only in recent years that it has come into its own. The reason for the increased requirements for the flex and rigid-flex technology is simple: Devices are getting smaller.

View Story

Communication Breeds Success

08-29-2016

We all need to talk to one another. You need to work closely with your customers. And we all need to work with the new generation of PCB designers and design engineers, many of whom have never set foot in a board shop. Fortunately, they make up for their lack of DFM knowledge with their hunger for information.

View Story

The Future is in Fine Lines

07-11-2016

The age of much finer lines and spaces is upon us. After years of slowly moving towards this technology our customers are now demanding that all of us provide them with fine lines and spaces.

View Story

LED and Metal-Backed Technology—Today and in the Future

05-25-2016

Probably one of the hottest, or should I say coolest, technologies today is LED. I would also venture to say it is one of the fastest growing as well...

View Story

Tips for Finding a Great PCB R&D Partner

04-06-2016

This new column, Standard of Excellence, represents a cooperative writing effort by a team of experts at American Standard Circuits. This month, we begin with CEO Anaya Vardya, who focuses on R&D. In his piece, he provides his insights on what characteristics to look for in a good R&D PCB fabrication vendor partner, and a few things that are expected of them to do for you.

View Story
Copyright © 2020 I-Connect007. All rights reserved.