“The rules of engagement have changed,” asserts Nigel Watts, Founder and Managing Director of Searching for Silicon. “There is less willingness of customers to engage face to face on site and, in addition, finding new innovative startups can be like finding a needle in a haystack.
“In a ‘post COVID’ world customers are demanding that resources, information, and support be delivered and consumed differently. This is recognised by Searching for Silicon and so we are launching this unique platform to enhance the customer experience, maximise the level of support available, and engage in ways that are compatible with modern working environments.”
“Your Design – Your Way” is the strapline created by Searching for Silicon to illustrate the intent to engage customers as they wish NOT as we want. There are multiple options available from simple data downloads through to interactive ‘live’ support and design reviews
Watts believes the days of the hard sell are over. “Searching for Silicon is focused on providing customers with the information they need to make a decision and the support required, whether online or peer to peer, to complete projects effectively, efficiently, and in a timely manner.
Watts has already signed agreements to represent three suppliers:
Boston based Advanced Thermal Solutions (ATS) is a specialist in the development and manufacturing of thermal management components and systems. ATS design, manufacture, and supply a wide portfolio of thermal management products including solutions for major AI device providers such as AMD and NVIDIA.
California-based Amulet Technologies designs and produces an array of ‘programmable’ display products which give customers the ability to change the appearance and functionality of a display ‘on the fly’.
MNR specialises in HMI solutions, from enclosures, to keypads, 3D modelling, PCB design, and firmware development all fully supported by advanced, cost effective, and efficient manufacturing capability.
As Watts concedes, finding new customers is more difficult than past years when it was people you knew or people you had a phone number for. To overcome this problem, Watts has taken an innovative approach: “We have engaged an AI algorithm, ‘IdentifAI’, to target and develop demand creation opportunities.”
The start point is capturing sales reports and then utilising online media such as LinkedIn to contact and access potential customers. As an example, Watts uses ATS.
“We recently received a sales report for heat sinks with minimal information aside from company name and part number. Utilising the algorithm, it delivered 125 companies and 992 contacts within those companies.”
Using digital techniques, Searching for Silicon followed up through LinkedIn and several customers indicated a direct interest, and willingness to be contacted, thus complying with GDPR requirements.
By identifying design requirements, Searching for Silicon developed a structured marketing and support programme that can include datasheets, whitepapers, video links, or facilitating a direct contact with either the suppliers’ applications engineers or an FAE at a nominated distributor in the supplier’s network. As a result, thus far, Watts has confirmed seven new design wins in the first pass.
