In recent years, the concept of servitization has become increasingly familiar across many industries, even those far removed from manufacturing. In mechanical engineering, however, it is an approach that is discussed far less frequently—or, at the very least, not communicated effectively.
Why do I bring it up?
Because there is a reason why a solution developed by MICROingranaggi may sometimes appear more expensive than more “traditional” alternatives. The reality is that we are not simply selling a component; we are delivering everything that makes that component perform at its best: engineering support, design expertise, quality control, manufacturing processes, organization, technology, and technical know-how.
That is where the real difference lies.
Yet the perception often remains:
“You’re offering additional services, so naturally your price is higher.”
But that is not always the case.
Thanks to our Industry 4.0 investments over the past few years, we are now able to provide value-added services—from co-engineering to complete batch traceability—while maintaining highly competitive costs. In some cases, our overall solution is even more cost-effective than those offered by companies relying on more traditional manufacturing methods.
So, if what we offer is fundamentally different from solutions that merely appear less expensive, how do we help customers recognize that difference?
The answer is simple—at least in theory:
We have to tell the story.
This is precisely why marketing—understood as a strategic business function rather than simply a promotional activity—is so important. Communicating what we do through our digital channels or initiatives such as the MICROjournal allows us to convey the value behind our work and help customers understand our approach.
When companies request a quotation, they usually receive a detailed document listing quantities, prices, and lead times. There is nothing wrong with that.
What is often missing, however, is the why.
The methodology, the expertise, and the quality assurance processes that ultimately make the difference.
In our case, every technical drawing we receive is carefully reviewed, and if a complete design is not available, we can develop it in-house. Production is carried out using state-of-the-art machine tools, component cleaning is performed on advanced washing systems, complete traceability is ensured through laser marking, and quality inspections are conducted using metrology equipment that not every competitor can offer—all in accordance with internationally recognized standards.
All of these activities are an integral part of servitization.
For us, they have become standard practice. And perhaps because they are part of our everyday operations, they can easily be taken for granted.
But they should never go unmentioned.
Otherwise, much of their value remains invisible.
As I wrote some time ago,
applying the stringent standards required by industries such as aerospace to other manufacturing sectors results in greater process control, improved safety and reliability, and a higher overall level of quality. It also requires continuous commitment and investment.
If that commitment is not explained, what we do may simply appear to be more expensive.
In reality, in many cases, it is not.
