SAS Automation (Booth W5353) prides itself on not being your typical company.
From an array of roof-top solar panels, to the way the company does business to employee engagement, the Xenia, Ohio-based maker of robotic end-of-arm tooling for the plastics industry does not want to be like everyone else.
Trent Fisher is founder and owner of SAS Automation, has been for nearly 20 years, but knows that his company cannot keep doing things the same old way year after year and expect to be successful.
And part of that realization means a deeper emphasis on marketing and communications that shows off his company's capabilities.
The self-described “techie” readily admits that sales are not his strength.
“Really, I sat back and said even though we've done a great job, we have a great team, but the problem is exposure in the market. ... The market potential has been missed,” he said. “It's really the fear in our heart or the lead in our ass, but we've got to get in it. Because if we're in this space, we've got to be a player who has meaning.
“And one of the ways that the market defines meaning is the percentage of market share you have,” he said.
So SAS is on a journey to enhance its name, show off its capabilities and promote just what it can do in the world of end-of-arm tooling. That not only includes selling tooling and systems, but also solving manufacturing challenges and problems through its in-house design team.
“One of the big differentiators for us is our design capabilities. We have a full design staff. We're really known for the tough jobs,” general manager Rob Dalton said. “We've got the design capabilities to do just about anything.”
End-of-arm tooling is an industry that SAS knows well as the only domestic manufacturer of such parts in the United States. Fisher said he even coined the phrase end-of-arm tooling back in the day, but didn't think to trademark the description.
“We're trying to release to the market really who we are. And, to be frank with you, they don't really know the full breadth that we have and the value that we can bring them,” Fisher said. “The people who do know us, they will come to us for the tough tooling.”