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Popular Misconceptions

Popular Customer Misconceptions
(An overview of some of the most popular misconceptions that may cost
manufacturers money not only in the long run, but also the "short run".)

1. Tool buyers really truly don’t have the money to spend. (maybe financing
could overcome this?)

In many cases budget constraints is an issue and DeHart Tooling almost always steps in to provide financial assistance either in by split payments of 1/3,1/3,1/3 or even in some case 12 equal monthly payments. We have recently adopted a program that allows companies investing in new machining centers which cost well over $ 100,000 and more to receive as much as 25% discount on the initial tooling investment when ordered with the new machine.

2. Consumers in the market for tooling may have a very low product knowledge and do not know the benefits of the more expensive products.

Perception is reality and the lower cost products will deliver an "adequate" cut or performance. Less educated consumers in this industry are "short term thinkers" and "short term buyers". They do not go beyond simply getting an order filled and very few actually know the activity based cost associated with the production of any given component piece within an assembly. If they get down to this level the cost of inferior tooling jumps off the spreadsheet!

3. They feel they won’t use the product enough to surpass the value of it lasting longer. (Specifically in cases with example cabinet makers that make short custom runs.)

This is one of the most common mistakes and false assumptions! In reality shorter runs demand greater precision and accuracy in tooling for a number of reasons:

  • You need to change the machine from set-up to set-up or job to job quickly.
  • Repeatability of the profiles is critical as well as matching of male and female cuts with minimal set-up and or "test-cuts".
  • Many short run producers are often high-end reproduction or high-end custom production shops and the quality and craftsmanship is crucial.

Simply put there is no time let alone precious and expensive raw materials (exotic woods) to be wasted on trying to make cheaper tooling work.

4. They buy from only, or mostly, who they know. (Brand Recognition)

This is true and why DeHart Tooling has made the business decision to reach out to the public and has invested so heavily in recent years to begin establishing the brand recognition and identity for its product line with extensive marketing measures.

5. Then there's perceived value, where they see the value, but thinks you're charging too much. (Issue of "retail, sale and whole sale" pricing that has confused buyers in other consumer industries.)

The key phrase is "perceived value" which translates into, price is ultimately controlled by the market forces of which we as individual companies have little to no control over. We can always drop the price, increase market share short term until the market adjusts and then the stabilization occurs and market share redistributes or allocates among the viable supply sources. It's often that DeHart is compared to other companies and prices based on a limited range of comparisons. The true value of DeHart Tooling is weighted not just by price, but with convenience, reliability, technology, application advisory, extreme low tolerance, and many other benefits, limited in the market for insert tooling.