Business View Magazine | September 2019

47 BUSINESS VIEW MAGAZINE SEPTEMBER 2019 BRADLEY L I FT ING CORPORAT ION intelligently about their processes and come up with real solutions; we’re there along the way, walking side by side with them to come to the final solution. “When it comes to lifting equipment, in general, you can probably find a dozen or so companies that have offerings. But, for what we do, I think we’re very specialized, and some of the products that we make, and have made in the past – there are very few out there who could duplicate that. And that’s a real testament to the experience and knowledge that we have in-house, here.” BVM: How does the company go to market? Salisbury: “We use digital marketing and try to leverage that because it’s organic and we have a lot of control over that aspect of it. Through our website, through newsletters and emails, we try and reach out to our existing and prospective customers to provide worthwhile information they may find interesting. We also visit a lot of the industry trade shows; we participate and get our presence out there and also, hopefully, engage in conversations with end users and other OEMs of process equipment related to our fields. “The third way, and the more common way, is a lot of word-of-mouth and repeat business from existing customers. We’re servicing large facilities, quite often, and our reputation speaks for itself. People come to know us and recognize our name as synonymous with a quality, robust component, and they know that we specialize in custom- designed and engineered equipment and we can generally solve the problems that they’re having and provide something that not only is going to work well, and safely, for them, but is also going to help them improve their productivity on top of that. So, word-of-mouth and repeat business is a big component of how we get by.” BVM: A lot of manufacturers tell us that the shortage of skilled labor is a growing concern. Is that true for your company, as well? Salisbury: “That’s going to be a challenge for everybody, hands down. The shortage of skilled tradespeople is going to continue to grow, and