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Automotive stampingIndustrial marketing success storyKoch Group is a 40+ year old industrial marketing consulting firm providing a broad gamut of industrial marketing assistance activities to small and mid-sized manufacturers. Assistance activities include market research, strategic and tactical planning, plan implementation, target marketing, new market identification and qualification, existing market penetration, direct selling assistance, and trade show management. We also specialize in manufacturers' agent identification, screening and contracting. This Midwest client produced environmentally friendly products used in the metal stamping process and extensively used for the heavier stamping associated with the automotive industry. They had lost 2 major automotive accounts in Michigan and management at those companies would no longer see a newly appointed salesman. Koch Group consultants initiated a letter campaign directed to company board members describing our client's company benefits - financial, medical, and environmental, and our client was provided the opportunity to meet with the Purchasing Vice Presidents of both companies as a result of the letters. Subsequently, our client recaptured one of the accounts as a customer. SITUATIONLocation: Midwest The company had just lost 2 long-time major customers in the automotive stamping market within 6 months of each other. These 2 accounts represented ~20% of total sales. The purchasing department and the management team at the lost customers refused to meet with the company's salesman or owners. Ownership believed the relationship could be salvaged if they could get a face-to-face meeting with the lost customers.
ACTIONKoch Group consultants decided to approach the respective Boards of Directors directly in an attempt to force a meeting. We identified the respective board members and their mailing addresses through market research. We then crafted a series of 3 short letters highlighting the true benefits our client had provided over many years to these companies and requesting a meeting. Each letter contained a different benefit and the corresponding financial savings our client had provided the corporation. We mailed the letters to the identified board members at each company over a 9-week period. The period selected was designed to fall just after a scheduled Board Meeting and a before the next meeting.
RESULTSEach company decided to contact our client and agreed to meet to discuss the potential of resuming their relationship after being directed to by their respective Boards. These meetings provided the client the opportunity to recapture ~$1 million in lost business. Next: Construction >> If you would like more information about our industrial marketing services for manufacturers, please use our contact form or email us at info@kochgroup.com.
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