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It’s Only Common Sense: Characteristics of a Great PCB Company

I have worked with well over 100 PCB shops over my 20 years as a sales and marketing consultant. Some have been well run, while others have not been. Over time, I have observed common characteristics that make great companies stand out from the ones that are merely average or downright bad.

A great PCB company:

• Is easy to deal with: One of the most important features of a successful company is being easy to deal with. Picture yourself at an airline counter. You just missed your flight and need to reschedule. What kind of person do you want to see behind the counter? Someone who is going to do whatever they can to help you and is pleasant to interact with, right? The same thing goes with board shops or any other business. If you have a reputation of being difficult to deal with and customers think buying PCBs from you is a pain in the neck, they will choose a company that is easier to deal with and considered outstanding.
• Is flexible: Those who embrace change thrive, and those who hate change will die. Enough said.
• Embraces new technology: We are in the technology business and should be excited about new technology. A great company embraces new technology and also strives to develop it. Further, we are in the process business. Our customers build products of the future, and they will need us to create processes that can handle their PCBs and requirements and work well in their end applications.
• Prioritizes sales: Most PCB companies are owned by engineers or operations people who do not have a sales and marketing background. However, it is essential for great companies to learn and appreciate what sales and marketing provide customers, and how they are the lifeblood of all companies.
• Adores their customers: A great company adores their customers, and the management team must lead the way with this attitude. They should never be caught denigrating or complaining about a customer, especially in front of their troops.
• Always invests the future: A great company regularly buys and invests in new products and technologies. They want to be innovative so that they can provide their customers with the best and most technologically advance PCBs available today. It’s that simple.
• Values their employees: A great company treats their employees as part of one big team. A good owner will not say things like, “This is costing me a fortune,” or, “This is my company. It’s my way or the highway.” Instead, they will use words like “ours” and “we.” The owner who acts like they are the most important person in the company will get the employee loyalty they deserve—none. Employees will not even follow them across the street to a free buffet.
• Is financially sound: A great company engages in good business practices, takes action, cuts their losses when they are losing money, and invests in the future when they are making money. They will do whatever it takes to keep the company strong enough to move firmly forward into the future.
• Is ethical: A great company is one that can be counted on always to do the right thing at the right time and always tells the truth—yes, even if it hurts their own interests in the long run. They also look out for their customers who always come first.
• Always looks ahead: A great company plans for the future and looks for ways to make itself better by improving processes or offering better products to their customers.

Think about it. How many of these characteristics apply to your company? Are you flexible? Do you embrace change, adore your customers, and value your employees? Answer honestly. If these characteristics describe your company, congratulations. If not, good luck. If you don’t change soon, then you might be the next PCB company to go out of business.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.