Forum Discussion

MetalRelic's avatar
MetalRelic
Contributor 3
2 days ago

How Can Small Businesses Build Partnerships with Equipment Manufacturers?

A lot of welding, fabrication, and equipment manufacturers seem to only reach out once someone already has millions of views and a massive following.  When you contact them first, it can sometimes feel like you are immediately brushed aside as someone looking for free equipment.

That is not always the case.

Some of us are not looking for freebies.  We want an opportunity to use the machine, put it through real work, create honest content, provide useful feedback, and prove whether the equipment is worth buying.

Even a try-before-you-buy program, discounted demo unit, short-term equipment loan, or content partnership could benefit both sides.

Personally, I reached out to around 40 different manufacturers. None of those initial cold contacts resulted in an actual offer.  Most of the time, I ended up in a sales loop with salespeople repeatedly contacting me or adding me to their mailing lists.

However, I do not consider those conversations a complete waste of time.

They started building connections and put my business on their radar.

I also learned that being honest and professional matters. The person you initially speak with may not be the one who gets to make those decisions.  But once someone inside the company knows who you are, what you create, and what you can offer, it can open the door to future opportunities.

I currently work with a few different companies, including Andeli, which makes welders, plasma cutters, and other welding equipment.  Those relationships did not happen because I had millions of followers.  They saw the content I was consistently creating around my business and reached out to me.  I was able to show them that I could provide something of value in return.

For those who have secured equipment sponsorships, demo opportunities, try-before-you-buy arrangements, or manufacturer partnerships, how did you make the first connection?

What did you offer the company in return?

Did follower count matter more than content quality, industry experience, audience trust, or the ability to provide useful product feedback?

equipment & tool brands

2 Replies

  • travisshepherd's avatar
    travisshepherd
    Contributor 5
    2 days ago

    ​I completely feel your frustration on this, and you hit the nail on the head. It’s incredibly tough when manufacturers get blinded by massive follower counts, completely overlooking the fact that millions of views don't automatically translate to actual buying intent or expert product feedback.

    ​When you run a working business rather than an entertainment channel, your approach has to be different. Here is how smaller, high-quality operations can bridge that gap and get past the gatekeepers:

    ​1. Pitch Solutions, Not Exposure

    ​If an email looks like a request to try out a machine, corporate filters automatically tag it as a handout request. Instead, focus entirely on business value:

    • ​Offer R&D Stress-Testing: Position yourself as a field researcher. Offer to put the machine through grueling, real-world work and provide them with a detailed multi-point performance report.
    • ​Create Case Studies: Offer to document exactly how the equipment impacts your job efficiency, speed, or finish quality. That is data their sales team can actually use to sell units.

    ​2. Bypass the Sales Gatekeepers

    ​Hitting a generic "Contact Us" form drops you right into a CRM pipeline, turning you into a sales lead.

    • ​Target Product/Brand Managers: Connect on LinkedIn with titles like Product Manager, Brand Manager, or Field Marketing Specialist. Sales reps focus on immediate quotas; product managers care about performance and community reputation.
    • ​Talk Face-to-Face: Skip the inbox entirely by connecting with regional managers or product specialists at industry trade shows where you can talk shop in person.

    ​3. Lean Into Your Strengths as a Professional

    ​Smaller, dedicated businesses offer unique value that massive creators simply can’t match:

    • ​High-Intent Audiences: Massive creators mostly draw hobbyists. A working professional’s smaller network is packed with actual peers and local contractors who buy equipment for a living.
    • ​Genuine Credibility: Buyers are burning out on big influencers who praise a new machine every week for a paycheck. Trust belongs to the person using the tool daily to earn a living.
    • ​Expert Feedback: You can spot mechanical flaws, ergonomic issues, or workflow bottlenecks that an amateur creator would completely miss.

    ​Your experience with Andeli is the perfect proof of this. Consistently putting out high-quality, honest work acts as a 24/7 billboard. When a brand sees you executing clean work and speaking intelligently about the trade, they know your endorsement holds real weight!!!