Industrial marketing success story: electronics

Koch 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 distributor of relays and manufacturer of solenoids desired to emphasize their sales to distribution, that was underdeveloped. Koch Group consultants interviewed their distributors by phone and in-person, developed a comprehensive distributor sales action plan, and assisted in implementation activities. Within 6-months, distributor sales had increased over 33%, over $700,000 while their overall business sales declined.

SITUATION

Location: Midwest
Industry: Electronics
Products/Services: Solenoids and Relays
Primary SIC Code: 3625
Sales Increase: $3.2 million from $2.5 million (33% for Distributor Sales)

The company had 2 divisions, OEM sales and distributor sales. The company was interested in jump-starting its Distributor Division sales that had received little attention. No organized sales activities were being conducted to enhance distributor sales. Distributor Division sales were the responsibility of one individual and a staff of 4 inbound telephone order takers.

Ownership believed the distributor segment of the company's business had significant undeveloped potential.

ACTION

Koch Group consultants developed and tested a short telephone qualifying survey and then used it to obtain market information from 35 existing distributors. Most distributors contacted had a negative or ambivalent perception of the client.

We analyzed all obtained information to determine the distributors' wants, un-served needs, and desired improvements from their vendors.

We created a distributor sales plan containing a series of needed programs designed to satisfy the identified un-served market wants and needs, significantly improve communications, and, ultimately, to motivate distributors to purchase their product.

RESULTS

Distributor sales increased by ~33% in 6 months following the start of implementation activities as a result of implementing the developed plan activities.

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.

	Koch Group, Inc. 240 East Lake Street, Suite 300 Addison, Illinois 60101 Phone: 630-941-1100 Fax: 630-941-3865 Email: info@kochgroup.com
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