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How an Industrial Air Compressor Distributor Found the Key to Consistent Growth

Posted by IndustrySelect on Wednesday, January 24, 2024

How an industrial air compressor distributor found the key to consistent growth

The southeast industrial air compressor distributor, the star of this story, stands out in the market with their reliable and proven product and service offerings, which has garnered them a loyal customer base over the years. With a professional tone, it is evident that whenever they have the opportunity to present their solutions to a prospect, more often than not, they succeed in converting them into new customers; whether that is new equipment sales, preventative maintenance plans, or current service needs. But that wasn’t often enough. The challenge was this: How could the field sales engineering team grow their sales, get in the door and in front of potential industrial customers in their territories…often?

Their Sales Managers Were Tasked with the Challenge

Most of the field sales engineering team had to build up their territories with old fashioned physical cold calling and some marketing supported programs. But there were a couple on the team that were growing untapped areas with struggling sales.

What’s Current

The Sales Engineering team had to decide where to start. As their sales approach involved boots on the ground, word of mouth and the occasional email blast and trade show, the number of qualified manufacturing sales leads fluctuated from month to month. They knew that if they could get the field sales engineers in front of the right person at their target facilities, they would be successful in meeting their goals.

Making a Current Purchase Better

The Sales Engineers continued to be a current user of the IndustrySelect product by MNI. IndustrySelect provides powerful information that they knew the field sales engineers needed, but also knew that it wasn’t being utilized to its fullest extent. They found that the outside sales team just wasn't prospecting consistently enough to meet their targets. That was considered an opportunity, but not sure how to approach the situation. Upon further investigation within MNI, they found that MNI had a partner, Industrial SalesLeads, that specializes in setting industrial appointments for the outside sales team. Could this be the program they were searching for…and take better advantage of the MNI data?

Needed Prospect Appointments

The Sales Engineers decided this needed further exploration. Together, they spent time understanding the services of Industrial SalesLeads. They got to understand the process and found that it was quite different from the standard cold calling from other companies that promoted appointment setting services. To begin, the team found that their focus exclusively on the industrial sector was very beneficial in orchestrating data and strategy needs specific to their objectives. In addition, they found that their business development process and nurturing seamlessly enabled significant long-term growth opportunities at target accounts. Finally, they found that the consistent communications and updates with the Industrial SalesLeads team gave them the confidence that the program had the high potential to be successful.

During the onboarding process, Industrial Salesleads began by working with the field sales engineers on their ICP to build a list that was reflective of their ideal customer(s). From there, the Industrial Salesleads team went to work on building an outbound sales playbook, taking heavy consideration for the qualifying questions and the nuances that the team shared including keywords and phrases that would help identify and engage with high-value potential customers.

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Measuring the New Service

The sales engineers found that within 6 months, from March to October, Industrial Salesleads generated over 30% new customer appointments. “This is an incredibly high result in such a short period of time,” they shared.

In addition, the sales engineers found that when they were out on a call and discovered a company that they believed could use their product and was potentially within their ICP, they could reach out to their account manager from Industrial SalesLeads to coordinate the new target account.. If the company qualifies as an ICP, the team at Industrial SalesLeads would get right on it and work to solidify an appointment. “This is what we were searching for, a company that cares about our business growth as much as we do.”

Is your company struggling with similar challenges? With expert knowledge in the industrial sector, MNI and SalesLeads can get your sales team in front of qualified decision makers that match your ideal customers. Learn about our industrial prospecting & appointment setting services here.

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