SIMPLE AND CLEAR COMMUNICATION AT THAL PRECISION By Dianna Brodine, managing editor, The American Mold Builder
“We’re setting ourselves up as a problem solver. If we can communicate the problem and let prospective customers know that we understand the problem – that we’ve been there, and we understand the emotional state of panic they’re experiencing – then we’ve gotten through one barrier. And, if we say, ‘Here’s how we solved it, and how we could help you solve it, too,’ then we’ve made a connection and built some trust.” – David Kachoui
DPrecision Industries, a Natech company, in Clark, New Jersey. avid Kachoui is the director of business development for Thal
Kachoui wears a few hats while performing his role, which includes commercial, operational and sales & marketing responsibilities. “I did a lot of cold calling when I first started,” he said, “but we’re moving away from that as we get deeper into our marketing efforts.” Those marketing initiatives include a purposeful effort to write clear, simple and targeted content that can be shared via multiple avenues and attract prospective customers. MAKE IT SIMPLE At Thal Precision, the website is the starting point for lead generation. “As I look at our website, I want someone to understand what we do, how it will help them and what they need to do to move to the next step,” said Kachoui. “If the website doesn’t answer those questions very quickly, then we’ve confused the prospects. It all needs to be laid out very smoothly.” For Kachoui, that means asking other people to review the website and answer those key questions – including people outside of the industry. He said getting that feedback is important to ensure clarity and simplicity, because effective content makes a quick impact. “Each
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the american MOLD BUILDER | Issue 3 2020
time that we send out content – for example, a few lines on social media – it still follows the same structure, which is, from the clients’ perspective: What is their problem? What is our plan to solve that problem for them? How do they start a conversation with us? We can connect with people quickly based on what they read on our website.” The simplicity in written communication that Kachoui strives for is based on his reliance on the principles behind lean manufacturing. “A lot of veteran experts will say that the biggest opportunities to apply lean aren’t on the production floor,” he said. “Effective communication is a process just like lean manufacturing – you start with the customer and work backwards.” At Thal Precision, that means presenting the website information in the order the prospective customer is thinking about it to remove waste and confusion. “We try to remove all of that extra noise to make it easier for them to get to what they need,” Kachoui explained. SOLVE THE PROBLEM To ensure the Thal Precision website – and its sister Natech Plastics site – contain content that speaks to prospective customers, the writing must be done by those closest to the pain points. In this case, that means the engineers are becoming authors. “The engineers are the ones who are closest to the projects, and it’s the knowledge inside their heads that is useful and interesting for our prospective clients,” Kachoui said. A few questions get the engineering team started on potential topics. What are the interesting projects? What about the project is new –
