Our image stinks.

Image matters. How people perceive us matters. Not because it is important to be viewed as beautiful or attractive, but because people do judge books by their covers and perception is reality.

When you walk into a meeting and shake hands with someone for the first time, do you take a good look at them and size up their appearance, body language and how they handle themselves? Of course you do. It is human nature.

The same thing occurs when you or, more importantly, your customers walk into a metalcasting facility. What does it say to them if your facility floor is covered in sand and shards of metal remaining from runouts and/or cutoff and degating operations? What should a customer think when the lighting in a plant is insufficient because light bulbs are broken or too old to function and the windows are covered in dirt? How should a customer react when the conference room you meet in to discuss a stronger relationship hasn't been remodeled in 30 years and has broken office equipment and stacks of paper shoved in the corner?

If you think I am exaggerating to make a point, think again. I have encountered each of these situations--in some cases, many times. To further this point, take a look at the photo at the bottom of this page. It was taken from an article in northeastern Pennsylvania'a Times Leader newspaper. Is it an operation to be proud of?. Is that the image we want our customers, our legislators, our regulators and our neighbors to have of the metalcasting industry?

I understand that budgets are tight. I understand that nice offices and clean, well-lit facilities don't appear to add to the bottom line. But, the reality is that they do.

If you and the rest of the workers at your plant take pride in where you work (a clean operation denotes pride), aren't you more likely to go that extra mile to ensure a casting job is completed properly or a customer is fully satisfied? You want your customers to feel the same about your plant as you do.

In addition, the confidence a customer (current or potential) has in your facility directly relates to the level of business he or she is going to give to you. Sure, you can argue that the results you produce--your castings--will speak for themselves, but first you need the customer to sign off on you as a vendor. Also, in today's global marketplace, doesn't it make sense to wow a customer from day one and set yourself apart from the competition?

Following is a direct quote from a casting buyer at a major OEM:

"When you visit a metalcaster, is it neat and organized? A neat plant means that systems and processes are organized, which usually extends to recordkeeping and procedures."

Regardless of how well you run your production and the level of quality you achieve, if your customer's initial impression is negative, you are going to spend the first part of your relationship with them digging out from this hole. It will take your firm twice as much effort to turn your customer's opinion around and gain their confidence than if their first impression had been positive.

If you don't agree, then I suggest that you pose the following question to your customers, friends and families: "What is the first word that comes to mind when you think of a metalcasting facility?" You proably won't like what you hear, because I never do either.

Alfred T. Spada, Editor-in-chief

If you have any comments about this editorial or any other item that appears in MODERN CASTING, email me at [e-mail].