Since February, I’ve been collaborating with the FarExport helpdesk of the Vicenza Industrial Association as part of the “Mercati in Vista” project. In just a few months, I’ve met with over 30 companies from our region — a valuable opportunity to take the pulse of the local industry during a rather complex period.
A slowdown that’s being felt
Many companies reported a decline in demand, especially in sectors aimed at end consumers:
- B2C: textiles, clothing, eyewear, wine and spirits, plastic products. The goldsmithing sector is also suffering, mainly due to the volatility of gold prices.
- B2B: concerns are also strong among subcontractors and manufacturers of components (mechanical, hydraulic, mechatronic), moulds, industrial equipment, and contract manufacturers (such as machine shops and precision engineering firms).
Even companies with a healthy order book are expressing growing uncertainty: they lack a clear forward view. A year ago, they operated with a horizon of several months; today, many orders come in “at the last minute,” forcing rapid decisions.
Who is faring better?
The most resilient companies tend to be those that:
- are not dependent on a single sector or client;
- have successfully diversified markets and applications;
- maintain a consistent commercial effort and stay in tune with the market;
- offer customized solutions — like a company I met that produces woodworking machinery. Instead of selling a single machine, they offer modular systems tailored to the customer’s space and needs. It’s an approach that highlights flexibility and personalization.
(I explored this topic in more detail in my article on “The Specialization Trap.”)
What can be done?
Here are some practical suggestions for responding proactively:
- Reassess your market segmentation. Now is a good time to reflect on whether your target markets are still the right ones. Data helps — but so does entrepreneurial instinct.
- Explore alternative channels. If trade fairs and traditional events are no longer enough, invest in your digital presence — and in targeted scouting of new clients and distributors.
- Talk to the market. Innovation doesn’t happen in isolation. Direct conversations with existing or potential clients can reveal new needs and spark product ideas.
- Focus on problems, not just products. Many companies start from what they produce, not from what the market truly needs. But opportunities often arise from problems that need solving.
- Get external support. In times of uncertainty, working with an external consultant can offer a fresh perspective and the right tools to manage change effectively.
What I offer to SMEs
The “Mercati in Vista” experience has made one thing clear: companies want to reflect and evolve — but they often lack the time or the right method. That’s where I can make a difference, helping SMEs to:
- identify alternative markets and sectors;
- build targeted lists of potential clients or distributors;
- define an effective commercial approach — even using AI to support the process.
If you’d like to explore how to respond to this period of uncertainty, feel free to get in touch:
📧 info@progetticommerciali.it
A conversation could be the first step toward restarting.