Large Equipment Distributor

Challenge

A $50M+ regional distributor of large equipment who sells multiple manufacturer product lines products to other manufacturers needed to maintain and increase market share in an increasingly competitive marketplace.

Solution

Marketing Management Solutions first needed to help the distributor identify the unique reasons why customers should purchase from them versus other distributors or the manufacturers directly.  The second phase was to create the mechanisms for communicating the unique messaging in the marketplace and support the sales force with tools and support for prioritizing and implementing business development efforts.

The process included:

  • Competitive analysis
  • Customer and database analysis and interviews
  • Creation of unique selling proposition/positioning
  • Launch of new website with store front
  • Training for sales force
  • Social media
  • Email campaigns

Results

Distributor’s sales team is armed with a consistent unique brand message beyond the product lines represented.  Website, social media and email campaign tools are in place to generate and prioritize qualified leads.