Strategic Sales Support Fortifies Core Business And Promotes Record Profits For Industrial Manufacturers
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Expand The Core

Your core products have created substantial value for your existing customers and markets, and represent a strategic "wedge" that can be used to penetrate new accounts and new markets, thus expanding your core business.

I have successfully implemented many of the processes and techniques described below to leverage past product and service application successes to penetrate new accounts and new markets.

If you have been contemplating any of the strategic core expansion initiatives below, but haven't had the time or resources to execute, I can help you. I will facilitate the development and execution of the project to deliver the quantifiable and measurable results that you are looking for.

To learn how I can help, read below or call me at (502) 310-1207. Or email STrunkett@SalesRaceHorses.com.

Important Core Expansion Strategies

Core Differentiators

  • Does your organization possess unique tangible or intangible capabilities that are valued by your customers but are not offered by your competitors?
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  • Have you documented those differentiators, and do you know exactly how they address customers' specific value drivers?
  • Are there other untapped markets that share similar value drivers, and which could benefit from your unique capabilities?
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Many industrial process customers and markets have a need for those capabilities that you offer your current customers, even if they don't use or appear to need your specific products.

Maybe you have developed a sophisticated and effective field service infrastructure that could be repackaged to service other similar equipment.

Expansion of your core customer base doesn't need to be limited to markets that specifically use your specific products or those of your direct competitors.

I have facilitated the identification and penetration of new markets through detailed analysis and repackaging of tangible and intangible capabilities to target specific similar value drivers in new markets.

I can help you to define the key capabilities that are transferable across multiple industrial process markets to facilitate expansion into new industrial customer accounts and markets.

Call me at (502) 310-1207 or email STrunkett@SalesRaceHorses.com

Market Analysis & Profiling

With a clear understanding of your organization's core differentiating capabilities, it is possible to identify new markets with value drivers similar to those of existing customers and markets.

I can help you to identify initial "suspect" markets for further analysis and prioritization. Through a process of market profiling, I can help you to distill a large population of customers and markets down to a list of high probability accounts for tergeting an aggressive penetration strategy.

Call me at (502) 310-1207 or email STrunkett@SalesRaceHorses.com

Value Messaging & New Market Penetration

  • Have you identified new market expansion targets?
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  • What is the specific message of value that will resonate with the market?
  • Do your sales people know how to sell into these new markets?
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Your sales people will need support to penetrate these new markets. Cold calling alone won't get it done...at least not in an efficient manner.

I can help you to formulate and document value-driven marketing messages that will clearly communicate the value proposition to new markets in a way that will resonate with your new audience. I can also assist in designing, creating, and rolling out high-impact sales tools that will help your sales reps to rapidly develop a pipeline of viable opporunities in your new markets.

Call me at (502) 310-1207 or email STrunkett@SalesRaceHorses.com

Selling Effectiveness and Skills Training

I am a Certified Sales Coach with extensive experience in developing and delivering training for industrial sales reps. I can help your sales reps to develop the skills and techniques to grow sales and increase hit rates and margins.

The skills I teach are specifically designed for B2B sales to large accounts with complex buying processes, and can greatly facilitate successful penetration into new markets and new accounts.

Some of the areas my training will address are:

  • Account Profiling, Qualifying, and Research
  • Prospecting
  • Trust, Rapport, and Active Listening Skills
  • Sales Call Planning, Objective Setting, and Action Planning
  • Competitive Positioning and Objection Prevention
  • Complex Buyer Processes and Networks
  • Establishing and Communicating Customer Value
  • Cold Calling, Warm Calling, and Referrals
  • Closing Strategies and Techniques
  • Sales Funnel and Ratio Management
  • Time and Territory Management

Contact me and we can develop a customized sales training approach, including online sales training, targeted for your specific situation and objectives.

Call me at (502) 310-1207 or email STrunkett@SalesRaceHorses.com

Case Studies and Testimonials

  • Has your organization had project successes that could largely be attributed to your unique capabilities, either tangible or intangible?
  • Do you believe that these projects were unique situations relevant only to the specific customer or market, or do they represent solutions to problems that might exist in other markets?
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Creating relevant value messaging is crucial for penetrating new markets, but credibility will also play a significant role in your success.

Most industrial organizations create very specific case studies and testimonials, designed to illustrate their competence in existing markets. By repackaging and refocusing the message of your testimonials to address more generic circumstances, many of your success stories can effectively generate credibility for your new targeted markets.

Call me and I can help you to reorient and align your case studies and testimonials to the situations and needs of your new targeted markets.

Call me at (502) 310-1207 or email STrunkett@SalesRaceHorses.com

Channel Alliances & Channel Effectiveness

If you've done all the necessary foundational homework -- defined Core Differentiators, performed the Market Analysis and identified target markets, developed the Sales Skills Training programs, and developed your Value Messaging and Testimonials, then you have an excellent foundation in place to leverage the support of existing sales channels.

If your existing sales force or sales channels are not ideally positioned to facilitate penetration of your new markets, then I can help you to identify and develop alliances with channel partners that already serve your targeted markets.

Call me at (502) 310-1207 or email STrunkett@SalesRaceHorses.com

Peer-to-Peer Sales Coaching

  • Maybe some of your existing reps are prepared and well positioned to penetrate your targeted new markets or new accounts...
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  • Maybe some accounts will need to be serviced by new channel partners, while others can be serviced by existing reps?
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  • How will you transfer the skills, knowledge, techniques, and relationships from those reps who are successful at driving new market penetration to those who are not?
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Peer-to-Peer coaching can be used to take advantage of the fragmented expertise of a few reps or channel partners to bring less prepared reps up to speed quickly.

I have developed and implemented a simple and very powerful system for capturing the skills, experience, and wisdom of your best veteran reps and transferring them to rookies and underperformers in real time and in a manner that can have immediate impact on sales hit rates and margins.

I can help you to implement and facilitate real time peer-to-peer coaching that will have a real and measurable impact on your sales hit rates.

Read my blog postings entitled Best Practices in B2B Sales Leadership | Peer To Peer Sales Coaching and Peer-To-Peer Sales Coaching | Rewards and Processes

Call me at (502) 310-1207 or email STrunkett@SalesRaceHorses.com

New Account Prospecting

  • Are your sales reps skilled at prospecting for new accounts, or do they focus their efforts on maintaining existing accounts?
  • Do your reps fear the concept of "cold calling", or do they understand and implement the techniques of "warm calling" and referrals?
  • Do you know how many introductory calls it takes to convert a suspect account to an order?
  • How many introductory calls does it take just to get the important face-to-face meeting?
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Without adding new prospects to your opportunity pipeline, it is impossible to penetrate a new market. But traditional cold calling is not the solution. Customer prospects don't like being sold to. However, they are often willing to help a sincere sales rep to network. See my blog post Unique Cold Calling Technique Helps Increase Prospecting Success.

I can help you to systematize your prospecting process, and create interim goals and success metrics and techniques that eliminate the pain of traditional cold calling to rapidly grow your opportunity pipeline and faciltate new market penetration.

Call me at (502) 310-1207 or email STrunkett@SalesRaceHorses.com