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It’s Only Common Sense: Selling PCBs Isn’t That Hard, Is It?

Selling PCBs is a bit like playing chess; every move matters and the endgame is always about delivering value. If you've been in this business as long as me, you know that it’s not just about pushing product. It’s about understanding what the customer needs and how to meet those needs better than anyone else. Let’s be honest: Selling PCBs is no easy task. The market is competitive; the technology is complex, and the customers are demanding. But if you’ve got the right mindset and a few key strategies up your sleeve, success is within your reach.

First things first. If you will be selling PCBs, you need to know PCBs. This seems like a no-brainer, but you’d be surprised how many salespeople out there are winging it, relying on general knowledge instead of deep, product-specific expertise. That won’t cut it. When you’re talking to an engineer or a procurement officer who knows their stuff, you need to speak their language.

You need to know the difference between FR-4 and high-frequency laminates, understand impedance control, be aware of the latest advancements in HDI technology, and be able to explain why your board house’s capabilities are superior. If you can’t do that, you will lose the sale to someone who can. Study the specs, get familiar with the manufacturing processes, and make sure you understand not just what your product is, but what it does for the customer.

If you’re in this for the long haul, you must focus on building relationships, not just racking up sales numbers. The PCB business is full of repeat customers. If you do your job correctly, you’re not just going to sell one batch of boards; you’re going to sell dozens or hundreds over the years. But that can only happen if you establish trust and build relationships.

The first step in building a relationship is being honest and transparent. If there’s a delay in production, tell your customer right away. If there’s a problem with the specs, flag it immediately. Bad news doesn’t get better with age, and your customers will appreciate your honesty. Over time, that honesty builds trust. Trust is the foundation of any long-term business relationship.

If you want to close the deal, you’ve got to get inside your customer’s head. What are their biggest challenges? What keeps them up at night? What problems are they trying to solve by buying your PCBs? The more you understand their pain points, the better you can tailor your pitch.

Maybe they’re struggling with long lead times from their current supplier, or they’re facing quality issues that are causing delays in their production line. Perhaps they’re dealing with design challenges that require a board that can handle higher frequencies or more layers than their usual supplier can manage. Whatever the issue, your job is to understand it inside and out and to position your product as the solution.

One of the biggest mistakes you can make in this business is to compete on price alone. Sure, price matters, but it’s not the only thing. When you’re selling PCBs, you’re selling quality, reliability, and service. You’re selling peace of mind that the boards you deliver will work as expected, every time, without fail.

Don’t get caught in the trap of undercutting your competitors just to win the deal. Instead, focus on selling the value that your product brings. Maybe your boards are manufactured using state-of-the-art equipment that guarantees tighter tolerances. Maybe your quality control process is more rigorous, ensuring fewer defects. Or perhaps your customer service team is more responsive, providing faster turnaround on quotes and support requests. Whatever sets you apart, make sure your customer understands the value they’re getting for their money.

Success breeds success. If you have happy customers, use their stories to help sell your product. Case studies, testimonials, and references are incredibly powerful tools in this business. They are proof that your product delivers on its promises and that your company is a reliable partner.

When you’re pitching to a new customer, don’t just tell them what you can do; show them what you’ve done. Share how you helped another customer solve a similar problem. If you’ve worked with big-name companies, mention them (with their permission, of course). Real-world examples are far more persuasive than theoretical claims.

I know that the PCB industry is constantly evolving with new emerging technologies, materials, and manufacturing processes. To successfully sell PCBs, you need to stay ahead of the curve. That means keeping up with industry trends, attending trade shows, reading the latest research, and always looking for ways to improve your product and your pitch.

It also means being proactive with your customers. If there’s a new technology that could benefit them, don’t wait for them to ask about it; bring it to their attention. If you see ways they could improve their designs or reduce costs with a different approach, share your insights. Your customers will appreciate your expertise, and it will help you stand out as a valuable partner rather than just another supplier.

Finally, never underestimate the power of following up and following through. After you’ve made the sale, don’t just disappear. Stay in touch with your customers. Check in with them to see how the boards are performing and be there to help with any issues that arise. A quick follow-up call or email can turn a one-time sale into a long-term relationship.

When you make a promise, keep it. If you say the boards will be delivered by a certain date, make sure they are. If you promise to send over a quote or some additional information, do it promptly. Reliability is key in this business, and nothing will damage your reputation faster than failing to follow through on your commitments.

Successfully selling PCBs is about much more than just knowing your product and making a pitch. It’s about understanding your customers, building relationships, and delivering value. It’s about being honest, proactive, and reliable. If you can do all that, you won’t simply make sales, you’ll build a business that lasts.

Remember, it’s not just about the boards you’re selling; it’s about the trust you’re building. And in this business, trust is the most valuable commodity of all.

It’s only common sense.

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