A Pennsylvania manufacturer hired me to do sales training. The company’s revenue had been flat for a few years and the owner believed the sales force wasn’t operating at peak efficiency. Upon evaluating the sales team, I was surprised to learn they were highly skilled at selling. Refresh training would be of some value, but it wasn’t going to get my client the desired outcome of increasing revenue, so I began digging a little deeper. It turned out the problem wasn’t training at all but a sales strategy and direction issue.
Once I re-positioned the sales strategy and outlined specific action paths for the sales team to take, the revenue began increasing – Results: that year ended with a 22% increase in revenue. Ironically the owner had shopped for a sales trainer the month before and that would have been a costly financial and time-wasting experience.
- A social media campaign emphasizing their local connections
- A blog was used as part of that strategy with many current clients and prospects signing up to
- The blog was followed up with a newsletter highlighting new implementations of their product,
with an emphasis on great photography
- A CEU (continuing education) program was implemented to help the professionals keep up to
date with the latest trends and gain needed credits for a professional license
The result – within 3 years they were awarded a $2.5M contract locally and the company has grown from under $20M to over $30M.
- A new website with all of the products and services offered by the company
- Navigation established that allowed for many avenues to obtain the necessary information
- Introduction of video to help visualize the products
- A section called downloads which allowed the sales folks to send a link to a particular spec sheet for their use – this grew to include videos and reference sheets
- Many photos of the products in use across many locations
The result – dramatically decreased requests for sales to have things sent in the mail saving an
estimated 15 hours per week. The amount of time to respond to prospects questions decreased from days to minutes. More selling time for the sales team – an increase in revenue, with the same sales team of 50% by freeing up more time for them to sell.
Redesigning the website with a better catalog and linking in an ERP system allowed the distributors to do many orders directly online themselves.
- The sales team did not need to spend as much time with the smaller distributors
- Faster for the client and the team to know about inventory
The result was an increase in revenue of over 22% in one year.
A niche online training company was dissatisfied with the results of their online marketing efforts. Semita was called in to do an extensive audit of existing efforts, analyze online potential and review alternative actions. An analysis of efforts revealed several missed opportunities with new and existing clients. Implementing many of the changes suggested resulted in a 20% increase in revenue over the next 6 months.
Our revenue turned upward. New Jersey Tooling Machine