This might be one of the most important conversations we’ve had in the Machine Shop MBA series—because we’re unpacking a mindset that quietly limits the growth potential of so many shops: the “cashier model.”

We’ve seen it time and time again—shops waiting at the counter for purchase orders to roll in, instead of actively building relationships, solving problems, and driving new revenue. That model might work for a while, but over time it leads to stagnation. That’s why we brought in Mike Fritz, a fellow host and the mind behind Machine Shop Growth, to break down exactly why shops get stuck—and how to break out of it.

Together, we explore the three customer types every shop must understand: current, dormant, and new. We share how we approach each one, the psychology behind why they buy, and the specific tactics we’ve used to unlock more value from the accounts we already have—while building smart pathways to growth.

If you’ve ever looked at your sales numbers and wondered why things aren’t growing the way they should, this episode might explain why—and what to do next.

Segments

• (0:00) Getting back into the groove & introducing the sales topic
• (0:50) Top Shops 2025 is coming up in Charlotte, NC!
• (1:50) Welcoming Mike Fritz back to the show
• (5:30) The “cashier model” and how it quietly limits shop growth
• (13:38) Why you need to love on your current customers
• (21:43) Account management tactics that unlock growth
• (27:24) Psychology of current customers and how to earn more work
• (32:06) Grow your top and bottom line with CLA
• (34:00) Strategies to win new customers in your niche
• (42:00) The importance of top-of-mind awareness
• (45:30) Hiring for network strength and turning people into growth assets
• (47:55) How to leverage a CRM to get in front of customers
• (53:09) How to reignite a dormant customer
• (1:03:41) Being a sales-driven organization gives you options
• (1:07:58) 3 reasons to listen to Buy the Numbers

Resources mentioned on this episode

• Brownies.com
• HireMFGleaders.com 
• Use Interviews to Discover Your Brand and Get More Business
• How to Build Manufacturing Buyer Personas
• Machine Shop Growth Podcast

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