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Blacksmith Sheet Metal

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Competing in small business has never been tougher than it is nowadays. The only way to rise in the ranks is to separate yourself. Find something that’s unique to just your business and capitalize on these differentiating factors.

Sometimes, this means competing purely on quality or price. Other times, it may be resulting from one’s ability to put forth a marketing strategy that’s unmatched by others in the industry. For Wil-Clair Sheet Metal, the difference-maker is referred to as simply “Blacksmith Sheet Metal.”


The term “blacksmith” has been around for a long time. In fact, it’s even brought up in parts of Roman mythology. At it’s core, a blacksmith is seen as someone capable of producing a wide range of objects by using various tools to cut, bend, and form material. From sculptures to architecture to even furniture, blacksmiths have always been able to tackle nearly any project. So, why does CEO John Svetlecic refer to his sheet metal shop as “Blacksmith Sheet Metal?” Well, the simple answer to that question is the confidence in his team’s ability to take on a wide range of jobs. Blacksmiths understand every new customer is going to have something unique on their project. They don’t bat an eye, while simply listening to what needs done and getting the job done.

Versatility is Vital to Our Culture

Going back to the Iron Age, a blacksmith’s versatility is what makes them unique from large manufacturing plants. In a world where everyone is trying to focus in on a particular niche, the team at Wil-Clair is passionate about the ability to handle anything from a $50 job for some mom-and-pop shop to a $300,000 contract with a multi-million dollar company. Being a true blacksmith sheet metal shop means you can dedicate the right amount of time to each of these, while achieving a result that exceeds expectations every single time. John often credits his employees to this characteristic, as they have the knowledge to use every machine, whether it be press brake, plasma roller, waterjet, or welding.

Problem Solving

In today’s world, many jobs force individuals to do the same, routine tasks each and every day. There’s nothing wrong with this, as everyone has their own forms of motivation in life. At Wil-Clair, a key aspect of the hiring process is testing how someone reacts when things don’t go according to plan. As valuable as it is to learn a trade and build a system around this skill, there’s no denying the importance troubleshooting has on this particular industry. Whether it be John, Allen, Mark, or any of the workers in the shop, we assure you we’ll listen to your suggestions, craft a drawing that matches these needs, and produce it with exact precision.

Planning to Get the Job Done Efficiently

Nearly every manufacturing company is going to have engineers, of some sort, on staff capable of making the proper drawings for each of their projects. However, when using highly-technical computer software to construct these sketches, time can quickly be lost. This is why these organizations typically only take on large-scale projects. As mentioned earlier, versatility is a critical aspect of the culture at Wil-Clair. We like to have a “Get It Done” mindset that doesn’t back down from tough problems. For some of our big-name clients, this usually means utilizing our software to produce drawings that depict every possible perspective of the project. With this said, not every person that walks through the doors has a $50,000 job that needs to be done. Sometimes, it is someone that needs a logo cut out of a large sheet. All they have is the size they need the end product to be and a sketch on a piece of paper. Oh, and one other request: they need it completed within 2 days. It is in our DNA to take on this job, even if it’s a smaller scale project. Depending on who this request is received by, they’re going to be capable of making a quick drawing on paper, stating the size and material used. Before you know it, you’ll have a quote right away. This efficiency is a large factor in how we operate as a business, as well as the direction we intend to be headed.

By: B.E. Marketing

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