Made In America Is A Competitive Advantage

So much business is going overseas, south of our border, anywhere but here. We see products that used to be made here in the United State now being made abroad and it appears to be deeply eroding our economic opportunities as well as taking jobs overseas. Unfortunately, this is undeniably true. So, what can we do about it? There is no practical way we can completely reverse the tides and bring all that lost business back but there are some things we can do.

We can change our operation and provide things that off-shore work cannot provide. In fact, it appears the only advantage to off-shore business is cheaper goods based on cheaper labor. So, offering exceptional service may be one answer, and exceptional quality is another.

Here are some other possibilities:

• Highly accurate or highly detailed precision performance may be to our competitive advantage.

• Shipping overseas typically requires large container shipments to maximize efficiency, so short runs may be to our advantage.

• Now that we have seen massive call backs for inferior Chinese goods, the trust factor is an advantage for us. People believe in and trust American-produced goods.

• American industry understands and believes in strong trust relationships between vendor and customer. Many foreign suppliers are lacking such ethics and are unreliable.

• When it comes to pricing, do not even try to compete as this is where foreign manufacturers have the advantage. Hold your price and let your customers know what the added values are for dealing with you instead. Do not try to compete on price, but rather, compete with value and service.

• The label “Made In America” is regaining prestige and value in the marketplace. Use it to your advantage. The consumer is increasingly interested in a return to the trusted pact between American businesses and their customers that they can rely on when purchasing “Made in America” goods and services. I was driving down the road recently and noticing a strip of small motels with their roadside signs advertising their room rates and free breakfasts, free wifi, etc. Then I noticed one motel with a sign advertising “American Owned.” Their parking lot was full. I bet the price was higher than their competitor’s but it apparently made little difference.

• Offer service, service, service, in whatever form you can. Good service is almost nonexistent offshore.

You can allow the offshore giants to eat you alive, or you can make adjustments to your game plan and beat them with your advantages, whatever they may be. Either take your beating or fight back. That’s the American way. But it requires clear, creative thinking, strategic changes and an effort to market your message effectively and serve your customer better.