Finding the Next Customer: Warwood Tool Puts Import Intelligence to Work

For Chris Azur, finding the next customer is part of running Warwood Tool.

As President and Owner of the American tool manufacturer, Chris is exploring new sales channels, reaching prospective buyers, and looking for ways to bring more orders into the business. A recent conversation with Jennifer Rohrig at the West Virginia Division of Economic Development focused on opportunities to reach larger retail channels.

Jennifer introduced another avenue to pursue alongside that effort: identify companies already importing products similar to what Warwood makes.

That conversation brought Chris to Reshore Technologies.

Over the following week, an introduction became a working relationship. Chris supplied product information, completed Warwood’s manufacturing capabilities, worked with our team to get its catalog established, and began reviewing prospective buyers.

When Indiana import data was added, Warwood’s potential buyer leads increased from approximately 12 to 23.

His experience offers a practical look at how a manufacturer gets started with import intelligence - and puts it to work finding new sales opportunities.

An American Toolmaker Focused on Growth

Warwood Tool traces its beginnings to 1854. Based in Wheeling, West Virginia, the company manufactures hand-forged tools for demanding work across industries including construction, railroad maintenance, mining, and forestry.

Its history, skilled employees, and commitment to American materials give Chris a strong story to bring to prospective customers. His responsibility is to keep finding opportunities to tell it.

“We’re proud of Warwood’s history, but we’re always thinking about the next customer,” said Azur. “We want to reach new markets, grow our distribution, and put more work through the business. Finding those opportunities is something we work on every day.”

Larger retailers represent one possible avenue. Companies purchasing relevant products overseas represent another.

For Chris, understanding that purchasing activity could help broaden his prospect list beyond the businesses he already knew to approach.

An Introduction Built Around a Business Goal

Jennifer’s involvement began with understanding what Chris wanted to accomplish.

Supporting a manufacturer’s growth requires knowing where the business wants to go and what would help it get there. In Warwood’s case, access to additional buyers was a priority.

“Chris wants to grow Warwood, and we want to help him pursue practical opportunities,” said Rohrig. “Our discussion started with larger retail channels. Reshore Technologies added another way to investigate the market: look at companies already buying relevant products overseas and see where Warwood could compete.”

After Jennifer connected us, Chris and I discussed how the platform works and how it could fit into his sales efforts.

Reshore Technologies brings import demand together with classified domestic products and manufacturing capabilities to help companies discover potential buyer and supplier relationships. For a manufacturer, that creates a way to investigate prospective customers through the products they purchase.

“If a company is already buying something similar to what we make, that’s a company I want to understand,” said Azur. “What are they purchasing? What do they need from a supplier? Could Warwood offer a competitive American-made option? Those are useful questions for our business.”

Getting Started With Reshore Technologies

Joining involves a subscription and a commitment of time. A manufacturer contributes information about its business, learns how to evaluate the results, and decides which opportunities deserve attention.

Chris approached onboarding with that work in mind.

He supplied Warwood’s product catalog and began reviewing the company’s profile. He identified details that needed correcting and asked how to load the full catalog efficiently.

Our team worked with him to replace the existing product records with the information he supplied and run the classifications. Several HTS codes required additional review before the update was complete. We stayed in contact, answered questions, and let Chris know when the products were ready.

The Harmonized Tariff Schedule provides a shared framework for examining domestic products alongside imported goods. Accurate descriptions and appropriate classifications help establish which purchasing activity may be relevant to a manufacturer.

“I wanted to make sure the information represented our products accurately,” said Azur. “I could send the team our catalog, ask questions, and get help working through the details. That support made it easier to get established and start using the platform.”

For Warwood, onboarding was a working conversation about its actual products and business. Chris brought the product knowledge; our team helped organize that information for discovery and matching.

Making Manufacturing Capabilities Visible

Chris also completed Warwood’s manufacturing capabilities and made its interest in additional work visible.

The product catalog described what the company sells. Capability information added depth about the production behind those products and the work Warwood could consider.

That distinction matters in domestic supplier discovery. A manufacturer’s current catalog may reveal a product relevant to a buyer’s needs. Its materials, processes, equipment, and experience may also warrant a conversation about related work.

“We want prospective customers to understand what we make and what we’re capable of doing,” said Azur. “Completing the profile was part of putting our best foot forward and showing that we’re interested in new business.”

With that information established, we could examine how Warwood’s production related to the market around it.

Understanding the Market Before Making the Calls

Warwood’s 56 product listings map to 13 distinct ten-digit tariff classifications across eight broader six-digit categories. That connection lets Chris look beyond his catalog to see purchasing activity in related products.

Starting close to home, the Trade Intelligence view shows approximately $1.53 million in West Virginia imports across four categories associated with Warwood’s 45 tool listings: other hand tools, hammers and sledges, axes and related tools, and hoes and picks.

Those category totals give Chris a market to investigate. Individual import signals then help narrow the search to buyers whose requirements may fit Warwood’s products.

The view also shows approximately $123,000 in West Virginia exports across the other-hand-tool and hammer categories - a starting point for researching overseas markets already buying related goods. Axes and hoes show no West Virginia exports in this view, making a broader review of U.S. export destinations useful.

For Chris, this puts the leads in context: understand the market, identify relevant buyers, and determine where Warwood could compete. The same analysis can extend into other states as more data becomes available.

New State Data, More Potential Buyers

During Warwood’s first week, Chris saw that expansion happen.

When Indiana import data was added, Warwood’s potential buyer leads increased from approximately 12 to 23 - nearly doubling.

Its products and capabilities were already established. The additional data allowed that information to be examined against purchasing activity in another market, revealing more companies to research.

“That helped me see how this could develop,” said Azur. “We had done the work to get our products into the platform. Then another state was added, and there were more potential buyers to investigate.”

With approximately $250 billion in imports represented on Reshore Technologies, participating manufacturers have a growing body of purchasing demand to examine.

The useful question for each business is specific: which purchases relate to products we make or have the capability to produce?

For Warwood, the expanded coverage provided additional prospects to evaluate without having to begin its profile and product work again.

Turning Buyer Leads Into Sales Conversations

As Chris began examining the results, we helped him review a possible buyer connection and identify a contact. Jennifer remained involved as someone who could assist with introductions or connect with other economic development partners where appropriate.

Chris was ready to reach out.

A relevant import signal gives a manufacturer a reason to investigate a company. From there, the business needs to understand the purchasing requirement, reach the right person, and determine whether it can compete on product suitability, quality, price, capacity, and delivery.

“I don’t expect to log in and have purchase orders waiting for me,” said Azur. “I want to identify companies worth contacting. Then we have to make the call, follow up, and show them what Warwood can offer.”

Chris has begun checking the platform regularly, reviewing signals and leads, and considering where to focus his outreach. As new information becomes available, he can apply his knowledge of Warwood’s products and markets to decide what deserves closer attention.

That is how import intelligence becomes part of a sales process: discover a prospect, investigate the fit, make contact, and work the conversation.

Hands-On Support Beyond Registration

Warwood’s experience also illustrates the relationships behind getting started.

Jennifer understood the company’s growth ambitions and made the introduction. Chris contributed accurate product information, completed its capabilities, and stayed engaged. Our team helped him establish the profile, work through questions, and begin examining opportunities.

The support continued as the focus shifted from setting up the account to pursuing prospective buyers.

“We want manufacturers to have useful information and connections they can act on,” said Rohrig. “Chris is bringing the willingness to learn the platform and follow through. We can help him explore opportunities beyond his existing network and make introductions where they would be useful.”

For Chris, that made the platform easier to incorporate into his business.

“It’s a different way of finding prospective customers,” he said. “Once I understood the purpose and started looking at the opportunities, I could see how to use it. Now we’re making it part of our routine.”

Growing Together, One Opportunity at a Time

Warwood is early in its experience with Reshore Technologies. Its first week brought an established profile, reviewed product classifications, a clearer view of relevant markets, potential buyer leads, and the beginning of outreach.

Our commitment to Chris continues as he puts those opportunities to work. We will be checking in, answering questions, helping evaluate leads, and supporting introductions wherever we can. His success matters to us, and we want to understand what helps him move a conversation toward new business.

“We’re putting in the effort to find new customers, and it helps to know the team is working alongside us,” said Azur. “As we learn what works for Warwood, we can share that experience and help make the platform more useful.”

That partnership extends to Jennifer and the economic development communities supporting manufacturers across the country. Manufacturers bring knowledge of their products and customers. Economic development partners bring relationships and resources. We bring technology, demand intelligence, and a willingness to keep learning how we can best support their growth.

Bringing manufacturing home will take many paths. Some opportunities may lead to a straightforward sourcing discussion. Others may require technical assistance, new equipment, financing, or months of follow-up. What we learn alongside our customers will help shape how we support the next step.

We are ready for that work and excited to support America’s manufacturers on their reshoring journey.

For Warwood, that journey begins with finding the next customer. We look forward to helping Chris pursue that opportunity - and the ones that follow.

Learn more about Warwood Tool’s American-made products and connect with Warwood Tool on LinkedIn.

Bring Manufacturing Home.