Winning the OEM — How to Sell Effectively in the New Era of American Manufacturing

The Reshoring Renaissance

The manufacturing redesign has entered a remarkable inflection point. With global supply chain instability, rising geoeconomic risk, and the push for national elasticity, original equipment manufacturers (OEMs) are bringing production back home. This reshoring wave is a strategic re-architecture of how value chains’ function.

For suppliers, this presents an unprecedented opportunity poised for those who evolve beyond transactional selling. To win OEM business today, sales teams must become strategic interpreters of the reshoring movement: understanding how logistics, sub-supply chains, cross-functionality, compliance, and localization intersect with engineering, cost, and lead time.

1. Lead with Market Intelligence

High-performing sales organizations don’t wait for RFQs; they anticipate them. Winning teams keep a continuous pulse on their vertical markets; semiconductors, medical devices, energy, or aerospace, to understand the forces influencing OEM decisions.

• Study the reshoring logic: Know which programs or components OEMs are repatriating and the why of cost avoidance, supply chain security, ESG mandates, or political incentives.