Page 17 - CMA PROfiles Spring 2020

“Our customers become our best sales making sure all American woodworkers
people,” he says. “When you have a know about them,” says Rakauskas.
high-quality product, people want to talk So how does Colonial Saw make a case “People aren’t likely to brag to
about it. People aren’t likely to brag to to potential customers trying to justify all their friends about buying
all their friends about buying a Hyundai, spending more money? a Hyundai, even though they
even though they might like it and it’s might like it and it’s working
working well for them. But if they go buy “If it’s a one- or two-man shop that just well for them. But if they go
a Tesla or a Mercedes, they’ll probably started out, and they’re cutting on a table
go and tell all their friends. That’s what saw, we explain that we can save them buy a Tesla or a Mercedes,
happens with Striebig and Lamello – once a ton of time,” he says. “That it’s much they’ll probably go and tell
people get over the fact that it’s more safer, it doesn’t take up much space, and all their friends. That’s what
expensive and accept that they’re paying it’s going to produce better cuts. Mine happens with Striebig and
for a high-quality product, then they is the most expensive vertical panel saw, Lamello.”
want to spread the word. We’re always but it’s still only $30,000, whereas there
comfortable telling potential customers are people in the industry with machines — Dave Rakauskas
to Google our products because we’re that cost $200,000. We sometimes use
confident that they won’t find negative an example: ‘Hey, it costs the same as
press or reviews.” your pickup truck, but this is a machine
that’s going to make you money instead
CASE STUDY IN SALES: STRIEBIG of costing you money.’ people,” he explains. “Maybe we can’t pay
Making the case for Striebig’s vertical saw “Then there are huge shops where they as much or offer the same excitement as
line is straightforward. It saves space, is think, ‘It’s just an offline saw, and it costs a big company; we’re not in the Seaport
safe, and is easy on the operator. $30,000. I’ve got millions of dollars’ district in downtown Boston. But we’re
much more understanding about people’s
“Cutting a 5 x 10 sheet horizontally takes worth of other stuff in here.’ And that’s different work-life balances, and we give
at least 5 x 10 feet of space on your shop a slightly different conversation. We can people a few extra chances than a big
floor — and it’s really more than 10 x 10 say, ‘Yes it is, but you know it’s going to corporation would.
feet because you’ve got to push it all the run whenever you turn it on, it’s going to
way through the blade,” says Rakauskas. be safe, and anybody can operate it.’” “We don’t have any shareholders and we
“But if you turn it on its side and push Rakauskas understands that it can be don’t have to make a number with banks,
it up against a wall, it doesn’t take up hard to deal with the idea that you so we have a tendency to share more
much space.” sometimes have to spend money to with the employee than a publicly traded
company or any big company that has a
Striebig saws are also safer by design. make money, especially in such a capital- lot of people fighting for the profits.”
“On a vertical saw, kickback can only be intensive industry. After 25 years, Rakauskas has a few pieces
up or down,” Rakauskas explains. “Also, “People often hear about our products of advice about how to maintain a healthy
you’re standing behind the saw, and through doing word-of-mouth research,” dynamic in a family business.
you’re pushing the blade through the he says. “Probably the number one
wood. That makes it a lot safer. You’re reason people end up getting them is First, he believes it helps when individual
not putting your fingers anywhere near that it’s a safe bet. They know there are family members have distinct skills sets.
a blade. thousands of people who have these and “I’m an accounting and finance person
“The third advantage is ergonomics,” he are satisfied.” and that is my strength, whereas my
adds. “The vertical saw is lot easier on FAMILY DYNAMICS father-in-law Paul is technical, which is my
the operator. Once you put the piece When Dave Rakauskas left Deloitte and weakness,” Rakauskas says. “So when I
of wood up on the saw, you can move it Touche to join Colonial Saw, he went joined the business, it worked out well. He
with one finger.” from working with 60,000 employees to could tear machines apart and fix them,
but he didn’t like dealing with finance and
Colonial Saw sees a lot of growth a family business with 12 people. It was a human resources, etc. Meanwhile, I’m
potential for both Striebig and Lamello big culture change, but one he was glad not comfortable fixing machines. I have
products in the United States. “The Swiss to make. a ton of respect for Paul’s technical skills
continue to come up with new inventions “I think family businesses are better – and what he has done over the years to
that help woodworkers, and our role is much more flexible and good to their position Colonial Saw for success.”

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