Learn how our approach helped reshape the mindset, tactics, and skills of one client’s sales force.
American Roller Company (ARCO) is a 75-year-old company headquartered in Union Grove, WI. They provide comprehensive solutions from custom-built rollers, to roller and component coatings, to roller repair. Their primary business is focused on core fabrication and design services, specialty rollers, industrial coatings and coverings, and roller repair and testing services. They serve a diverse range of industries, such as plastic film and sheet, battery and power storage, flexible packaging, food and beverage, as well as glass, paper, and medical products.
ARCO is owned by a private equity firm that expects their organization to grow at a faster pace than their industry peers. To do so, they needed to take business from competitors, expand into additional geographies, serve new clients, and offer a broader range of services.
ARCO turned to Sudden Impact Marketing for assistance. We deployed a two-pronged approach to 1) Generate new leads to serve clients outside their current base and 2) Upgrade and invigorate the sales force with a new hunter mindset, teaching them updated skills to develop and grow their territories.
For our demand generation program, we focused on coatings—the most profitable segment of ARCO’s business—but which represented less than 20 percent of the total company sales. Our primary goal was to create as many effective coatings leads as possible for ARCO’s business development team.
Our lead-generation team generated a prospect list in two market segments: 1) Blown film and 2) Tapes/adhesives. We connected with clients, cultivated interest, and turned leads over to ARCO’s sales team. The sales team then offered a sample service or booked a new service, effectively securing a new client.
By delivering this one-two punch of pro-active marketing and sales team development in only 90 days, ARCO saw a significant jump in new opportunities and was able to close deals with most of their new leads.
The sales organization developed into a growth-driven team of outside sellers focused on growing new business and beating their competitors, while the inside sales team took on the responsibility of protecting their existing business and improving current client experiences to ensure satisfaction.
Our approach to combined marketing and sales development works for any size company that possesses the ambition to grow. And it is particularly well suited to companies backed by private equity and which need to demonstrate substantial ROI.
Our approach to sales training focuses on dissecting active opportunities to enhance strategic sales skills and increase win rates, as well as developing the sales leadership team to ensure the successful implementation of those skills.