Sales Growth Against All Odds

Increase sales in the face of a 3-year recession in which the industry plunged 16% a year and key channel partners were down as much as 45%.
Grow three commodity product lines and with virtually no marketing budget.
Build sales profitably.
Achieve growth for product lines that:
- Were mature, industrial and commercial products.
- Were commodity lines generally driven by price.
- At best, were C-line products for channel partners.
- Were the first product lines whose purchase was “delayed” in tough times.

Remain calm.
Identify specific needs of customers and channel partners.
Understand why the purchase of these products was delayed despite a need.
Understand thoroughly how the products are specified and sold.
Develop a value proposition that would support a purchase now rather than later.
Enhance a service offering as a means to protect the integrity of a price structure.
Revamp promotions to reflect all of the above.

6% growth in each of the 3 years of the recession:
- Division sales hit $70 million by end of 3 years; highest sales ever.
- Only division in global company to grow during the 3-year period.
22% growth in the product lines; from $27 million to $33 million
$6 million incremental sales with custom catalog for key distributor.
16% growth in quality leads after refocusing product positioning.
Key driver in the above results was a reward program targeted to inside sales reps; research showed that 75% of all brand decisions for C-line products made by inside sales.
Launched training programs that transformed customer service group:
- Reduced abandoned calls from 9.5% to 1.8%; averaged 750 calls per day.
- Became go-to “consultants” on products, codes and applications.
- Developed the ability to close sales as well as consult on key issues.
Held the line on price – no increases, but no decrease either.

WHEN YOU’RE READY TO GROW SALES REGARDLESS OF THE ECONOMY,

WE HAVE A LOT TO TALK ABOUT.

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