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Product identification, decals, and labelsIndustrial marketing success storyThis producer of industrial and commercial product identification materials had experienced a number of years of flat sales in a growing economy. Koch Group consultants analyzed their business, pinpointed geographic areas and market segments that offered the highest potential for sales, interviewed their existing network of manufacturers' agents, and began a process of replacing under-performing agents with high quality manufacturers' agents. In the first territory replaced, Koch Group consultants screened 50 interested agencies and interviewed 17 with the client. All were extremely desirous of their line. A new high performance agency has replaced the old non-performing agency and the client now realizes they are a very attractive principal. SITUATIONLocation: Midwest Koch Group consultants conducted market research that encompassed profiling the existing customer base, identifying the best industries the company serves and could serve, and identifying the concentrations of highest market potential by both industry and location. We evaluated the market potential and determined the automotive market was underserved by the existing sales agency. We identified nearly 1000 manufacturers agents in the MANA territory, screened ~50, and qualified and scheduled 15 sales agencies for meetings over a 2 day period. Koch Group consultants prepared the company personnel for the interview process by developing handouts, scripting a presentation, and rehearsing the presentation. We then guided and participated in the agency interviews and provided a written comparison of the qualifications of all the agents interviewed.
ACTIONThe client developed a detailed understanding of their market potential that was both surprising and reassuring to them. The client was exposed to very high performance sales agents and now understands their value to the business. They now realize they are a far more attractive principal than they ever thought before. This will drive their market development in new territories. A high performance sales agent was selected, and contracted with, to develop identified potential in the automotive market.
RESULTSSales increased by ~33% in 6 months following the start of developed plan implementation activities. Next: Roll-Formed Products >> 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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