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Getting Customers to Buy an Unfamiliar Brand, With Salim Awad–EP 186
01/27/25 • 51 min
Spinner is a German CNC machine tool brand that’s been around for 73 years. The company sold 1,200 CNC mills turning centers, and automation systems in Europe last year, yet in the United States, a large amount of people in the machining industry have never even heard of them.
At the 2023 Precision Machining Technology Show, I stumbled upon Spinner’s booth, stopping there to ask if I could borrow a box cutter. Then I met Salim Awad, President and CEO of Spinner North America, who graciously agreed on the spot to be interviewed.
Salim has a fascinating personal story. He’s from Colombia, he was an army diver in Iraq, and he founded his own law firm. He worked for the prominent Italian machine tool company Bucci. And, since 2022, he’s been entrusted with bringing a German machine tool brand to the United States.
From my experience as used machine tool dealer at Graff-Pinkert, it often seems as though machine tool brands are like religions for machining companies. Once a company has experience and success with one, it’s hard to convert them to something different—let alone to one they’ve never heard of.
On today’s show, we’re going to talk about how you penetrate a crowded B2B market. How do you get customers to pay a half a million dollars to try a new machine? How do you market yourself? How do you earn people’s trust?
Listen with the player at the bottom of the page or at your favorite podcast app.
View the podcast our YouTube Channel.
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Noah Graff: Give me a few examples of the types of machines Spinner makes. What would be the cost of a triple turret lathe, for example?
Salim Awad (We make) CNC machine tools, from lathes, to mills. We’ve got some very special machines, like a mill-turn with capabilities for grinding. Hard turning machines that are able to hold sub-micron precision.
In terms of price, we are very competitive. When a lot of people think about German machines, they think, oh yeah, they look great. They probably do a great job, but my God, I don’t want to pay that that much.
But we’ve found we are able to provide a very high quality product at a price that regular shops, not only the huge companies, are able to afford.
The (triple turret machine) you saw the today, we’re probably (asking) around $550,000.
Graff: Right now you are at PMTS (the Precision Machining Technology Show) getting the word out, showing the world who Spinner is. How long have you been distributing spinner in the US?
Awad: I joined the company right before IMTS 2022, August of last year. There was really no presence (before then). Like you said, their brand wasn’t known. Nobody knew what type of machines they could offer, where they came from or what capabilities they had.
Graff: What was your first step for bringing a machine tool brand into a new country, particularly the United States?
Awad: The first step was to identify who we want to be and what resources we have to accomplish that.
We didn’t want to tell the market the business we’re going to do. We wanted to listen for a little while and understand what works and doesn’t work. Understand what type of cu...
Spinner is a German CNC machine tool brand that’s been around for 73 years. The company sold 1,200 CNC mills turning centers, and automation systems in Europe last year, yet in the United States, a large amount of people in the machining industry have never even heard of them.
At the 2023 Precision Machining Technology Show, I stumbled upon Spinner’s booth, stopping there to ask if I could borrow a box cutter. Then I met Salim Awad, President and CEO of Spinner North America, who graciously agreed on the spot to be interviewed.
Salim has a fascinating personal story. He’s from Colombia, he was an army diver in Iraq, and he founded his own law firm. He worked for the prominent Italian machine tool company Bucci. And, since 2022, he’s been entrusted with bringing a German machine tool brand to the United States.
From my experience as used machine tool dealer at Graff-Pinkert, it often seems as though machine tool brands are like religions for machining companies. Once a company has experience and success with one, it’s hard to convert them to something different—let alone to one they’ve never heard of.
On today’s show, we’re going to talk about how you penetrate a crowded B2B market. How do you get customers to pay a half a million dollars to try a new machine? How do you market yourself? How do you earn people’s trust?
Listen with the player at the bottom of the page or at your favorite podcast app.
View the podcast our YouTube Channel.
Follow us on Social and never miss an update!Facebook: https://lnkd.in/dB_nzFzt
Instagram: https://lnkd.in/dcxjzVyw
Twitter: https://lnkd.in/dDyT-c9h
Noah Graff: Give me a few examples of the types of machines Spinner makes. What would be the cost of a triple turret lathe, for example?
Salim Awad (We make) CNC machine tools, from lathes, to mills. We’ve got some very special machines, like a mill-turn with capabilities for grinding. Hard turning machines that are able to hold sub-micron precision.
In terms of price, we are very competitive. When a lot of people think about German machines, they think, oh yeah, they look great. They probably do a great job, but my God, I don’t want to pay that that much.
But we’ve found we are able to provide a very high quality product at a price that regular shops, not only the huge companies, are able to afford.
The (triple turret machine) you saw the today, we’re probably (asking) around $550,000.
Graff: Right now you are at PMTS (the Precision Machining Technology Show) getting the word out, showing the world who Spinner is. How long have you been distributing spinner in the US?
Awad: I joined the company right before IMTS 2022, August of last year. There was really no presence (before then). Like you said, their brand wasn’t known. Nobody knew what type of machines they could offer, where they came from or what capabilities they had.
Graff: What was your first step for bringing a machine tool brand into a new country, particularly the United States?
Awad: The first step was to identify who we want to be and what resources we have to accomplish that.
We didn’t want to tell the market the business we’re going to do. We wanted to listen for a little while and understand what works and doesn’t work. Understand what type of cu...
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What it Takes to Start a Multi-Spindle Shop–EP 235
It takes tremendous balls to start a machining company from scratch. And, maybe a little extra chutzpa to start a shop that primarily runs cam screw machines making millions of parts for automotive.
After 23 years working in job shops and running a small farm, Karl Drasgow cashed out his 401K to found Drasgow Inc., a Wickman job shop in Gainesville, New York, in 2003.
In the interview we talk about how he made this happen–from running his first screw machines in a barn, to taking local entrepreneurship classes, to fixing up cam machines built in the ‘70s, and waking up at 2 AM to shovel
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Listen on your favorite podcast app using pod.link.
View the podcast at the bottom of this post or on our YouTube Channel
Follow us on Social and never miss an update!Facebook: https://www.facebook.com/swarfcast
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LinkedIn: https://www.linkedin.com/company/todays-machining-world
Twitter: https://twitter.com/tmwswarfblog
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Link to Graff-Pinkert’s Acquisitions and Sales promotion!
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Interview Highlights
Karl Drasgow’s professional journey began in high school when he attended a vocational technical school, initially studying automotive repair before discovering his aptitude for machining.
After high school in the 1980s, he gained diverse manufacturing experience across four different shops, developing expertise in NC mills, CNC lathes, and tool room work. His pivotal career moment came when he began working with Wickman multi-spindle screw machines, which he operated for 16 years at one company. During this time, they needed someone to manufacture a specific key body part, and Karl saw an opportunity.
While working full-time, Karl had already developed his entrepreneurial instincts by running a small farm business, raising and selling pigs and beef to his coworkers. He had built several barns and set up a small machine shop where he made custom parts for agricultural and motorcycle applications. This early business experience proved invaluable in Karl’s subsequent business ventures.
In 2003, Karl cashed in his 401k and purchased two Wickman multi-spindles from Graff-Pinkert, which helped to finance part of the purchase. He initially operated those machines in his agricultural repair building, later expanding to four machines across multiple buildings.
Five to seven years into running his business, Karl recognized he needed to evolve from being a technician in business to becoming a true business owner. A local acquaintance recommended the Center for Entrepreneurial Leadership program at the University of Buffalo, which proved to be transformative for Drasgow Inc. The program is designed specifically for hands-on business owners with about five years of experience. Karl describes it as a mini-MBA education covering financial reports, human resources, and general business management.
The program’s second semester paired Karl with a mentor and required him to present his business to the class, facing questions that helped identify areas for improvement. He says the experience not only enhanced his business acumen but also taught him how to evaluate other businesses critically. He supplemented this education with additional community college courses in HR and business management, and participated in Rochester’s TEND program, which encouraged bigger business aspirations.
Today, Drasgow Inc. is an ISO-certified tier-two automotive parts supplier. Karl has found his niche in high-volume production using Wickman cam operated screw machines that can produce parts with cycle times 10X the speed of a CNC lathe that can cost hundreds of thousands of dollars more.
Rather than investing in new multi-spindles, which can cost hundreds of thousands or even millions of dollars, Karl purchases used Wickmans for $20,000-$50,000 and invests $50,000-$80,000 in rebuilding them. This gives him a huge cost advantage ...
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Destined to make CNC Tool Holders in the US, with Anthony Davis-EP 236
My guest on today’s podcast, Anthony Davis, told me that since age 10 he and his brother knew they wanted to join their family business, Global CNC, a tooling manufacturer for CNC lathes and mills.
Today at age 23, Anthony runs the company alongside his 25-year-old brother, Alexander, and their 84-year-old grandfather who founded the company 40 years ago.
What I love about Anthony is how ALL-IN he is in his work. He values carrying on his grandfather’s legacy, but he is also driven to innovate into new products and marketing techniques. He glows as he talks about how he loves to work with family members, which I’m grateful to say that I can relate to as well, working alongside my father who just turned 80.
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Listen on your favorite podcast app using pod.link.
View the podcast at the bottom of this post or on our YouTube Channel
Follow us on Social and never miss an update!Facebook: https://www.facebook.com/swarfcast
Instagram: https://www.instagram.com/swarfcast/
LinkedIn: https://www.linkedin.com/company/todays-machining-world
Twitter: https://twitter.com/tmwswarfblog
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Link to Graff-Pinkert’s Acquisitions and Sales promotion!
*************
Interview Highlights
Distinct Production Methods
Global CNC distinguishes itself as one of the few remaining US-based manufacturers in their sector, producing high-quality tool holders for major machine builders including Mazak, DMG-MORI, Nakamura, Haas, and Doosan.
While some competitors use DuraBar, a softer material that wears down more quickly, Global CNC insists on high-quality steel with specific heat treating specifications. They also take the extra step of grinding all critical surfaces—a process many competitors skip in favor of machine finishing.
Global CNC’s facility is composed of a variety of brands of machine tools in order to understand their customers’ needs. ”Since we make our own product line, we have to really please everyone,” Anthony explains. This hands-on experience with different machines allows them to experiment with new tool holder technologies and find ways to decrease cycle times and improve finishes.
Anthony’s Growing Role at the Company
The COVID-19 accelerated Anthony’s role in his family company. When his college, University of Michigan-Dearborn, shifted to online classes and his hockey season was canceled (his team was ranked fourth nationally in their division), Anthony began working full-time while completing his degree. He managed a schedule that included early morning hockey practice, work during the day, and evening classes, all while learning the business from the ground up.
Growth Plans of Global CNC
Looking to the future, Global CNC is expanding into new markets. They’re developing tool holders for Swiss-style machines, with plans to launch within the next year and a half. The company is also eyeing HSK and CAPTO tool holders for milling and mill-turn applications, seeing these as crucial growth areas in the industry.
The company balances the wisdom of experience with fresh perspectives. While there can be differences in approach between traditional methods and newer ideas, the family works through these differences through open discussion and mutual respect. They hold regular strategic discussions about advancing their manufacturing capabilities, recently exploring new technologies to produce products faster and more efficiently.
This combination of traditional manufacturing values and forward-thinking innovation positions Global CNC well for continued growth in the precision tool holder market.
Question: What is the best thing about working in your family’s business?
This summary was assisted by ai.
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