Along with eight other individuals, Robinson was determined to create a top-notch, competitive Metals Service Center that would capture more than its share of business in its service area, and become one of the most respected and dominant market share players in its market segment. The first task for the young company was to establish its own market niche. Given the extensive nature of the industry, All Metals could not immediately pursue the highest end of the market. The young company realized its market position depended on its ability to leverage the needs of the middle to lower segments and to provide superior customer service. This strategy proved to be a successful approach for the company and paid off handsomely.
Customer service is our principle business consideration.
All facets of the business have been constructed around our desire to satisfy All Metals' customers. By initially focusing on smaller orders, All Metals Industries was able to build market share while avoiding any retaliatory action by larger, national companies. Despite its relatively small size, All Metals' financial strength allowed it to source larger quantities and obtain volume discounts, which resulted in beneficial cost savings to the end customers. Because All Metals' products are all components in some larger manufacturing process, it is critical to meet promised delivery dates. To achieve this, All Metals had to develop a broad array of alternative suppliers.