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New times call for new strategies, or do they? Do we still have to re-invent the wheel to survive in these difficult economic times? I am not so sure that drastic times call, necessarily, for drastic measures. Of course, new directions are always beneficial to capture the imagination, loyalty and patronage of existing clientele and extremely helpful in attracting new customers. But do you need to actually re-invent your business? I don’t really think so.
 I have just returned from a very successful MJSA trade show in New York City. I was privileged to speak with many new prospective retailers that were looking for new paths to achieve success during this downturn in the economy. The most obvious sentiment, amongst the attendees, was optimism that we will weather this temporary storm and come out stronger and better in the near future. The overall attitude was that, together as an industry, we can all work to forge ahead rather than wallow in the mire. But how is this possible? How can the industry work together as a force of positive energy?
The answer, in my humble opinion, is simple. We need to build new intra-industry alliances which allow for us to concentrate on what we all do best. By going back to the basics and allowing specialists to work with you towards a common goal, the prospect of increased profits are more assured. As a retailer, you certainly are experts in sales and putting together an item that your clients desire. Why stretch your capacity to new areas requiring long learning curves and increased expenditures? Stick with doing what you do best, selling to the consumer.
 At Innovative CAD Technologies, we are CAD/CAM experts that have made the investment into learning the future of custom design. We have put together the rapid prototyping machines that bring the highest quality prototypes to life. The Solidscape T66 offers the highest resolution in a completely castable material. The Envisiontec Perfactory creates resin models easily molded for production pieces while our Gemvision Revo 540 B milling system rounds out our lineup of machines.
 By staying focused on your business and sales, retailers can offer their clients greater access to the promise of custom design utilizing the CAD/CAM technique. From simple sketches, Innovative CAD Technologies will create the future heirloom that your customers will proudly show their friends and family, giving your store greater positive exposure. There is no need for you to struggle with learning new ways of thinking or spending precious dollars on new equipment. Take advantage of what has already been set up to propel your business to new levels. A service bureau, such as Innovative CAD Technologies, has been created for that very reason. The benefits of the alliance we create with each other has unlimited potential. We can even assist your store in setting up a “custom design center.” This has worked for many of our clients and it will surely work for you.
So, despite the difficult times, the answer is relatively simple. Separate your business from the mass merchandisers by offering more custom design. Allow the client to participate in the design process which leads to greater consumer satisfaction and loyalty. Most of all, stick to what you have been doing for many years with success, sell. Allow the specialists to assist you in moving your goods and services, but don’t try to be everything to everyone. By concentrating on keeping your store focused on your clients, you will weather the economic conditions that we are currently facing.
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