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HOUGHTON - It's a simple motto and a seemingly basic idea for all businesses.

However, not every company is able to succeed, especially not as efficiently or as globally as Houghton-based Somero Enterprises, Inc. The 22-year-old company has turned into a reliable and respected name in the concrete business.

"For our company, our strategy has been to sell in new places and keep inventing," Jim Desrochers, vice president of operations said. "That strategy has really been unchanged."

In the late 90s, the company realized the potential of an international market, for its concrete screeds. These screeds are devices that help flatten concrete, and at Somero it's something that they make in all shapes and sizes.

With an international market in mind, it developed a strategy to move into a globalization phase that has kept them ahead of the game. The company went from selling its products about 90 percent domestically in 2000 to about 50 percent domestically in 2008, according to Desrochers.

Success for Somero relies on their open relationship with its customers, who they deal with directly.

"We listen to what our customers tell us about our products and how we can improve them," Desrochers said. "Every invention responds to some application customers have."

Recently, the company released the Mini Screed C, a much smaller machine that many customers said they needed. The machine takes all the best features of their large machines and puts it in an easy-to-handle machine that is ideal for small commercial jobs.

The machine flattens concrete quicker and more efficiently than methods done simply by hand.

"Talking and selling directly to customers is a huge advantage to us on how we can react," Desrochers said.

They are also on the other end of that statement, working with local suppliers for their steel, aluminum and other metal needs. Desrochers said this is a key aspect to the business, keeping the lines of communication open.

"Wherever possible, we try to stick with local suppliers," he said. "Having that proximity is great."

They are able to work with these suppliers to try new ideas and get feedback on what might be better for a given product. The openness of their suppliers and creativity of their engineers leads them to all kinds of opportunities.

"We say we'll try everything once," Desrochers said, referring to their new product development process.

That, along with listening to their customers and constantly examining the market, has helped them maintain and grow their business into a worldwide success.

Michael H. Babcock can be reached at mbabcock@ mininggazette.com.