October 2009

Distributor Profile: Automation & Metrology Inc.

AMI Finds Ways to Grow

Focusing on high technology in both product offering and marketing has given HEIDENHAIN distributor Automation & Metrology Inc. (AMI), headquartered in the Cleveland, Ohio area, a leg up in the industry. Originating in 1987 by a former HEIDENHAIN employee, AMI has grown to become a key distributor for HEIDENHAIN in a relatively short period of time, with two current Ohio locations, Cleveland and Cincinnati.

“We pride ourselves on providing high quality HEIDENHAIN product, installation and service for all types of machines in not only the Midwest or tri-state area, but also outside of our immediate geographic,” said AMI partner, Mark Contorno, who purchased the business in 2003 with Dave Denman. “Our business has grown five-fold since joining the firm a decade ago. Dave and I have strong strategies in place and have operated consistently with double-digit growth.” AMI’s customer base – while in machine tool, aerospace, bearing manufacturing and medical equipment – varies in their requirements, they have all come to expect the commitment to integrity and service exhibited by AMI.

Both currently in their 30s, Mark and Dave embrace new technologies and are always finding ways in which to work with them. “Besides the regular use of online marketing opportunities using the HEIDENHAIN name to reach prospects, we also are firm believers in regular communication to our existing customers,” said Mark, “Our customers are always being updated on the latest HEIDENHAIN technology being offered. We invest in regular visits to our customers which keeps our name fresh in their minds when a new application comes up.”

Although AMI approaches the market with young eyes, they are well rooted in ways of the past. “Richard Walsh, the previous owner, helped us understand what it takes to run a successful small business,” said Mark. “This is truly paying off during these difficult economic times. And Rick Glos (now retired HEIDENHAIN vice president) was a great influence to me as I started out representing HEIDENHAIN.”

What makes Automation and Metrology successful? “We believe that our ‘claim to fame’ is our knowledge and ability to handle repairs within 24 hours,” said Mark. “For example, because of our full stock and in-house equipment in our Cleveland and Cincinnati offices, a customer can come in with an encoder issue and we can rebuild it while he waits. For jobs further away, we pride ourselves on the ability to be on site on any national job within 24 hours, and fix the problem quickly.”

Not going unnoticed, AMI has received multiple awards from HEIDENHAIN, including two HEIDENHAIN Distributor of Year President awards (2007 and 2003), as well as ten HEIDENHAIN Distributor of the Month awards over the years. “We are thrilled to work with HEIDENHAIN and it is our first choice when we retrofit any machine. AMI has offered other brands in the past but over the past number of years, we have migrated to the HEIDENHAIN brand exclusively” said Mark. “The product is always being developed and this has given us a competitive edge in our market.”

Not only does AMI have great confidence in the product, they also believe in the management. “The management and the support are outstanding. Our company knows we can pick up the phone and get our problems solved, whether it is a technical, delivery or support issue. Just for these reasons alone, it has made it easy for us not to offer any alternative to HEIDENHAIN.”

Because of AMI’s dedicated focus on motion control technology, they cite strong knowledge of the HEIDENHAIN product line, which often saves their customers money. “Without this knowledge, you are just a quoting machine,” said Mark. “We specify the right components for the job and get the installation or repairs right the first time. We are strong believers in examining old technology and enhancing it with new and all that that has to offer.”

 

Additional Resources

• More information about AMI at www.auto-met.com