Service is the critical factor
Service is key for the Broder Metals Group Team
Steel stockist Broder Metals Group says that a critical part of its business plan is to service customers that want small orders but want them very quickly.
Director, Mike Andrews sees flexibility in supplying customers as a key element of success: “If we say the order will be there the next day – it will be there the next day. In an industry where it seems easy to tell a customer they can have their order when it suits the supplier, we turned things upside down and responded to the needs of the customer.”
The Sheffield-based Broder Metals Group (BMG) has grown quite rapidly in the last five years from start-up to a business edging close to reporting £7 million sales this year with world-wide exports representing 50% of its turnover.
BMG was formed in 2006 with the aim of establishing an umbrella brand that would bring together experience, intelligence and specialist knowledge. It does that by supplying high-specification quality forgings and machined components through Broder, nickel alloys bar stock through AI Materials, cold drawn stainless steels through High Tensile Stainless, aluminium bronze through Integrity Alloys and bespoke flanges, plate and fittings through Alloy Flanges & Fittings.
The strategy behind the plan was to provide clients with a broader more connected offer in a sector that can result in customers having to source products from a variety of suppliers.
Managing director Mark Burton says: “One of the things that we noticed when we became a stockist is that we exchanged being busy for being smart. Our workloads increased, but we were far more effective in providing customers with what they needed. It gave us flexibility in decision making which made a massive difference to customer satisfaction.
“Our understanding of all aspects of the market meant we felt confident in taking risks that others would not consider. It also meant we could supply anything from a one metre bar of C63000 aluminium bronze to a tonne of Alloy 718 nickel alloy bar.
“We can now accommodate orders of any size thanks to the structure of the group. Whether clients need A286/660, alloy 625, cold drawn (high tensile) steel or for that matter any of our range of copper alloys, nickel alloys stainless bar and flanges and fittings, we will always strive to provide the quality and quantity at a price that suits them. Every supplier in this industry needs to offer something different, something special. For Broder Metals Group it’s simple; it’s four companies each with a compelling offer in terms of product, price and delivery.”
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