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Competitive advantage in a crowded marketplace presents a similar challenge to all smaller precision engineering companies, but quality and building close relationships are still important factors.

For precision engineers detail, control, focus and being able to manage a system of engineering activity so that the outcome can be clearly determined are at the heart of the very work itself. It is also the case that their customers are often engineers and therefore quality is recognised, required and highly valued by those customers.

When it comes to attracting and keeping customers beyond the short term the smaller engineering company may be one of many companies supplying components to a single customer, but whatever the exact circumstances, business beyond the short term is obviously preferable.

Relationship Marketing or perhaps more importantly Relationship Management is therefore an area that smaller engineering companies need to become competent in so that they can build a strong and mutually beneficial relationship that could deliver not just multiple orders but also a range of other benefits.

Although it’s perhaps easier to understand why and how the level of quality is an important differentiating factor in building a competitive edge it’s often less immediately obvious how important the relationship itself between supplier and customer is or how to achieve it.

For a precision engineering company maintaining a consistently high quality of work, and having high quality systems and customer service are actually important parts of managing a good business relationship that ultimately leads to customer retention.

No two precision engineering companies will have exactly the same mix of competitive and differentiating factors but quality and the importance of building a good, mutually beneficial relationship with customers are often at the heart of many strategies.

Gerald Balk Managing Director of Emerald Precision Ltd gives an insight into the competitive realties and ambitions of a Smaller UK Precision Engineering Company:

“We’re experienced specialists in CNC Milling Turning and we carry out all the work in-house. This means that our customers know that we have skills, and the knowledge required to produce the work plus we’re in a good position to fully control the quality of the work all the way through. Customers obviously want to save time and money. We can offer ‘One Hit’ Milling and Turning which allows them to do just that without any compromises on quality.

On the subject of quality we invest in the quality of our machinery and our people as well as working to achieve ISO certification and it’s part of our Company Mission to achieve ultimate excellence. Our customers know that we’re serious about quality.

Yes we’re in a highly competitive marketplace and it’s important to really listen to customers and to really understand their needs. Providing a high quality service and building a strong, mutually beneficial relationship are of course important factors for our business.”

For more information call Emerald Precision on 01462 817203, email or visit

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