Talking frankly with Tom Smith, MD of Advanced Dynamics

It’s 2022 and let’s face it, the ‘produce big, sell cheap’ mentality of the big corporate business world is out the window, and for good reason. Blame it on the pandemic, Gen Z mentality or just a wake-up call from the environmental and ethical issues we’re looking at today, people care more about the products they produce, and the products they buy.

As big businesses are being forced to close their doors and shut up shop, a new tidal wave of small businesses are rising in the ranks (an impressive 5.5 million in the UK at the start of this year). We talk to our Managing Director, Tom Smith about the importance of small business manufacturing, what it personally means to Advanced Dynamics and what the future looks like for product manufacturing.

What was your first memorable sales interaction with a small business?

I had a conversation with a guy that had started a small e-liquid company. His initial reaction was hesitant, but I knew that this first step into automation would change his life and elevate his manufacturing needs. I was so sure, I told him “Buy it (an ELF-50 Desktop Labeller), and I promise you it will be the best decision you ever make. If it doesn’t work, I’ll get it picked back up immediately”. Safe to say, he purchased the labelling machine for his birthday as a ‘present from his business to himself’. This was one of those moments I realised, it was personal, and I was making a difference.

What are the core values that you bring to small businesses?

As cliché as it sounds, we don’t look at our customers as business opportunities, we look at them as partners. We pride ourselves on our friendly work ethic and relationships, our customers know we’re always at the end of a phone and they can trust us to go over and above to fix any issues or offer advice.

Put simply, we give a sh**t. We love our customer’s businesses as much as they do and it’s incredibly important to us to see it thrive. We’re extremely proud to think we’ve produced millions of products per year that ultimately means more profit in the pockets of small business owners, and more employment for people too.

What’s the most rewarding part about working with small businesses?

When we sell to a small business, it gives us a more tangible view of the impact that has been made. We can physically see the positive impact that our manufacturing products have had because these businesses start to grow, they employ more people, and their business is financially thriving.

“In any sales job, you get fulfilment from a small business investing in their future and you are invested in their growth. It’s not just about ‘selling any old stuff’, it is about making a positive impact. If you sell a big machine to a big company, you don’t even see a small impact, but if you sell a small machine to a small company, you see a huge impact.”

What differentiates you from the competition?

Unlike most manufacturing companies that think solely about the sales targets, we have a consultative way of selling which means there is a collaborative discussion about the best outcome and solution, rather than just selling a pre-defined product. Each individual customer is treated as such, an individual with custom needs, space, and budgets.

What surprised you the most about working with small businesses?

Small business employees care more because they have a closer relationship with the business owners and its purpose, they’re not just a small cog in a big wheel. During the pandemic, this was pivotal because everyone cared. We quickly realised that the mentality had changed, employees were no longer just working because they had bills to pay, they are invested in the success of the company. We were lucky enough to witness the magic of small businesses during the pandemic, pivoting and pushing through. It was incredible to see and reminded me of the values and hard work our small country was built on.

“There’s never a dull moment when working with small businesses. It’s always exciting because it is always different”

What do you see in the future for small businesses and Advanced Dynamics?

We truly believe the future of small business British manufacturing is on the rise, the numbers speak for themselves. We understand it’s a minefield when it comes to product manufacturing and it’s important to get the right suppliers to not only understand your manufacturing needs and supply your machinery, but to offer no-nonsense advice and a friendly chat.

Get in touch with one of our expert sales team to discuss how we can start a partnership and help elevate your small business.