It’s All About Carbide
As is the case with more and more industrial prod- ucts, ‘value-added’ is the constant buzz phrase. End users want to know what value they are getting out of a product besides just its intended purpose.
Cutting tools are at the forefront of this. In a market
that has a seemingly infinite selection of brands for
saws, saw blades, taps, drills, and end mills, successful
brands make their product stand out. Phased out are the
days of pure price gouging. Now, it’s all about quality.
If your cutting tool does the job better and lasts longer
than the competition, the end user sees that and will pay
a bit more for value.
“The race to the bottom has found a winner, and it’s
nobody,” says Emuge Corporation (West Boylston, MA)
President Bob Hellinger. “We’ve always gone to market
with a value-added proposition of price and perfor-
mance. It’s not the price of our tool, it’s ‘how many parts
“Before, everything was about price,” adds Rick
Knutson, National Sales Manager at Imperial Blades in
Sun Prairie, WI. “If someone could do a cheaper blade,
that was your guy. That was
the company you worked with.
What I’ve seen now is cus-
Imperial Blades has been in
business for six years, beginning
about the time the U.S. began
pulling out of the recession.
Knutson said the economic
downturn helped escalate a
shift in thinking to “this is
cheaper, but I’m going through
10 times as much product.” In
today’s market, value and qual-
ity win in the end.