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Construction equipment and toolsIndustrial 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. Koch Group consultants performed a sales analysis, targeted accounts, qualified targets, provided direct selling assistance, and many other industrial marketing activities resulting in an over 300% increase in sales for this Midwest company manufacturing supplies used by the construction industry . SITUATIONLocation: Midwest The client sells its products through construction supply distributors. A major consolidation occurred within the ranks of independent construction supply distributors. Two large organizations acquired ~1500 of the ~3200 independent construction equipment distributors over a 3 year period. Many of the client’s long-term customers and their competitors' customers were acquired by these organizations. Koch Group understood the client was at risk of losing a significant portion of the business they had developed over 40+ years if a vendor consolidation was undertaken by the large organizations. We communicated this understanding to the client. The client agreed and asked for Koch Group’s immediate assistance.
ACTIONKoch Group began marketing to both organizations and simultaneously began lobbying for the opportunity for our client to be the preferred vendor at both organizations. Both corporate headquarters were visited within 6 weeks after the initial contact and the company’s capabilities and desire to be their preferred vendor communicated. As a result, our client was provided an opportunity to provide a written proposal detailing how they would serve and support both of these the organizations. Koch Group designed and developed a comprehensive proposal covering products, market potential, promotion, planning, pricing, profit, training, and distribution along with an accompanying flip chart to be used for both organizations. Koch Group then assisted in the physical presentation and "sale" of the proposal to both organizations.
RESULTSThe client was selected by one of organizations as the preferred vendor and at the other as an approved equal. These activities resulted in the safeguarding of the client’s existing business and the immediate capture of over a 200 of the competitors’ long-term accounts. In a 1 year period, sales have risen by 300%+ to the organization where our client is the preferred vendor, and by 60% at the organization where our client is the approved equal. Next:
Construction Materials >> 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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