How to Be Found in Your Supply Chain

BY: CHUCK WERNER & REBEKAH MCCARTER

Since the time of Covid there has been continuous dialogue about challenges manufacturers face when trying to grow or diversify (multi-source) their supply chain. At Michigan Manufacturing Technology Center (MMTC), we spend a LOT of time on the topic. In fact, the Technology Adoption Team often discusses these challenges with our colleagues in Market Research. Initially, we reviewed the impact of matchmaking sites. Perhaps the biggest challenge is getting enough participation and data from manufacturers to make the site useful. That discussion led to an idea: using AI scrapers and analytics to collect data from public websites to build a large enough database to be immediately viable. Unfortunately, this approach is also challenging because many websites are abandoned and floating adrift on the web. For example, if a given site wasn’t generating a lot of traffic, or if the original person responsible moved on, up, or out, no one may be watching it, and the information may be obsolete or incorrect. Whatever the reason, an unkept or outdated website means bad data, and as a longtime Lean Six Sigma practitioner, “Garbage In/Garbage Out” still applies. Data collected from weed-filled data fields isn’t going to be very useful. 

If supplying manufacturers wish to diversify or manufacturers wish to improve their supply chain, they will need to do certain things to be “found” digitally, which Rebekah has outlined below.

Rebekah’s Rules for Recognition
The top 5 things manufacturers can do to improve their digital presence and be “found” by scrapers and matchmaking tools. For the most part, unless otherwise stated, these are no-cost resources available to any company doing business in the United States.

1. Verify your Dun & Bradstreet company profile: The D-U-N-S Number is used to establish your company’s D&B® profile, which can help potential partners and lenders learn more about your business and make more informed decisions about whether to work with you as a client, supplier, or partner. There is no cost to obtain a D-U-N-S Number though companies can pay to expedite the process if they can’t wait the standard 30 days. Once companies have a D-U-N-S Number they should review it annually to verify the data for accuracy.
    
2. Have a website: In today’s age of digital everything, not having a website is a sure-fire way to limit your visibility. The number one way to find a company is via digital search. If you aren’t there, people can’t contact you for a quote. 
    
3. Keep your website updated: The only thing worse than not having a website is having one that does not reflect your current capabilities. Did you get a new machine or certification? Make sure you add that capability. Did you stop serving an industry or representing a manufacturer’s products or services? Stop saying you do. The last thing you want is someone to call you for a skillset that you advertise but can’t provide. It makes everything you do suspect. Credibility is key for new vendor selection. 
    
4. Use data aggregators to promote your capabilities: Make sure that your company information is in the places where people search for what you offer. It is important to evaluate the ROI before spending a lot of money for a profile across one or more platforms. Some platforms are industry-focused such as Qmed for medical, or service-focused such as contract manufacturing. Some, like Thomas, are freemium – offering a basic no-cost profile, and some fee-based enhancements. The list below is representative, not exhaustive, of the types of aggregators to choose from. 
   1. MFG.com – A free profile in their manufacturers’ directory can lead to bid requests from manufacturers that pay for procurement options, bid packages, etc. on the platform. 
   2. Data Axle – Similar to Thomas and MFG.com, this one is free to access via some library networks across the country. Users can also subscribe directly. It is a B2B and B2C platform.
   3. Yellowpages.com – Never underestimate the digital phone book, especially if geography matters to procurement professionals. 
   4. Trade Association Member Lists – Many trade associations have a member directory or buyers guide search functionality. As part of your membership, you should be able to list your company at no cost.
   5. CONNEX Marketplace – Originally funded by the National Association of Manufacturers, this online B2B platform offers no-cost state access with an upgrade fee for national access. Buyers can distribute RFIs, RFQs, and RFPs to members who match their criteria. Request a free CONNEX MI account today here. 
   6. Sustainment – Partially funded by the Department of Defense, it is a supplier resource management system allowing companies to manage up to three procurement projects at no cost. Fee-based services provide additional functionality and project management capabilities.
5. Monitor – Just like a website – once your data is out there, build a regular cadence to review it and ensure accuracy. You don’t want leads going to the email address of an employee who left the company years ago. 

Your supply chain is a crucial aspect of your business, and MMTC has the tools, training, and customized consulting services you need to optimize it. Contact your Business Solutions Advisor today for guidance specific to your company’s unique challenges and let MMTC help you #ManufactureSmarter.