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Custom specialty machinery builderIndustrial 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 and industrial service providers. Koch Group consultants performed a sales analysis, generated local market target accounts, qualified these local accounts targets, and provided direct selling assistance which provided an immediate custom machine sale of $250,000 with an opportunity for an additional $.5 million. SITUATIONLocation: Midwest An entrepreneur had recently purchased an established custom-built production machinery manufacturer that sold in a small metropolitan area. The majority of sales had historically come from 3-4 large local accounts located in close proximity to the plant. Sales consisted of ”build-to-print” machinery that was fully designed by the customer, and “design build” machinery that was designed and produced by the client based on supplied production specifications, and parts sales.
ACTIONKoch Group consultants evaluated past customer sales and inquiry records and then quantified the 6-digit SIC codes of those companies the client was actively serving or had been approached to serve. We defined the types of manufacturing organizations most likely to require “build-to-print” or “design build” production machinery. We reviewed this list of SIC codes with management and eliminated codes defining less desirable manufacturing operations. Koch Group used the remaining SIC codes and a size selection criteria developed with management’s input to determine nationally where these accounts were concentrated by 6-digit SIC code and state. Koch Group consultants identified, developed, and delivered profiles of potential customers within a 150-mile radius of the client’s plant, using the previously developed criteria. We also developed and showed them the market potential across the U.S. We developed qualifying questions and then qualified by telephone a selection of ~50 target accounts and reported the results to management. Two qualified accounts requested that our client call them to discuss an immediate need for custom-built production machinery! At the client’s request, Koch Group provided sales guidance and assisted in setting up an appointment with one of the accounts that had expressed an immediate need for custom built production equipment.
RESULTSKoch Group provided a qualified list of ~50 target accounts for the client to pursue using internal sales personnel. Within 1 month of Koch Group’s scheduling a meeting with this account for the client, the client had secured an order for 1 custom machine and a commitment for another 2 machines. Initial revenue initially generated from this new account exceeds $250,000 with the expectation of doubling or tripling this amount within 12 months. The client continues to generate local market opportunities by marketing to the other supplied qualified target accounts. Additionally, the client now understands where high potential pockets of potential are located nationwide, providing the basis for eventual specialized, but not local, marketing activities, minimizing their dependence on local market conditions.Next: Industrial Decals and Labels >> If you would like more information about our industrial marketing services for manufacturers and industrial service providers, please use our contact form or email us at info@kochgroup.com.
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