When it comes to your scrap yard, are customers choosing your yard just because it’s there? Are you situated next door or across the street from another scrap yard? If so why do they choose you?
In the scrap metal industry, customers tend to make choices strictly by price, they will chase the 5 cent per lb. difference for almost any quantity. But when prices are low and there’s no margin to provide special tiered pricing, are customers then flipping a coin on who to do business with?
It’s time to start developing your brand and give customers a reason to choose you.
What makes your company unique?
Is it your customer service? Your experience in the industry? Your marketing skills?
What actions are you taking to share this information with potential customers? Take the time now while business is slow and you have the time to develop and build a scrap yard mission statement. Think about why you’re in this business to begin with and what you have to offer. Do you specialize in something specific? Is your yard open when your competition is not? Are your scales certified? Can you analyze materials to provide customers accurate pricing? Without realizing it, you may have an extraordinary selling point that will attract customers.
Once you have your mission statement defined you need to develop a plan to share it with your potential customers.