Where Else Can an Opportunity Take You? Maybe in the Opposite Direction

In 2019, First Choice Material Handling made a bold move that would reshape the trajectory of their business. Previously operating as a distributor of well-known material handling brands, the company sold a wide range of products and provided support services to dealers. Their business model allowed for healthy, long-term growth, but new management began to notice a gap in the market—an underserved space that presented an opportunity for expansion. After careful consideration, the company made the decision to transition from a distributor to a full-fledged dealer. This strategic shift, however, came with new challenges and questions: How would they prove that their existing philosophy and methodology would work as a dealer? How would they generate the industrial leads needed to succeed in this new role?

The Challenge: Becoming a Dealer and Building a Sales Pipeline

As First Choice Material Handling transitioned to a dealer model, the responsibility of ensuring success fell largely on the shoulders of Chuck Langley, the General Sales Manager. He knew that reaching out to existing service customers would be a crucial first step. However, as a dealer, they needed to expand their reach and generate new industrial sales leads to fuel business growth. The company lacked some of the sales tools typically available to dealers, and Mr. Langley recognized that simply relying on existing customers would not be enough to sustain the shift.

Developing a Strategy for New Customer Acquisition

The strategy was twofold: First, leverage existing relationships with service customers who already knew and trusted First Choice’s reputation for quality and reliability. Second, build a new customer base by targeting businesses in the material handling and industrial sectors who would benefit from their dealer services. To do this, First Choice needed to ramp up its lead generation efforts and find a way to identify and connect with high-value prospects.

That’s when First Choice Material Handling decided to partner with Industrial SalesLeads, a company specializing in industrial prospecting, appointment setting and manufacturing lead generation for companies in sectors like material handling, packaging, and manufacturing. Industrial SalesLeads' proven expertise in generating high-quality leads within the industrial sector made them the ideal partner for First Choice as they transitioned into their new role as a dealer.

Tailored Lead Generation Services for Maximum Impact

First Choice Material Handling had worked with Industrial SalesLeads in the past and was familiar with their services, which included identifying new prospects, setting qualified appointments, and nurturing leads through the sales funnel. This time, the stakes were higher: First Choice needed to not only secure new industrial sales leads but also prove their credibility and effectiveness as a dealer.

Industrial SalesLeads worked closely with Mr. Langley and his team to tailor their lead generation strategy. Together, they developed a customized plan that focused on identifying target accounts in the material handling and industrial equipment sectors. The plan included setting up appointments with key decision-makers and providing First Choice with detailed background information on each lead, allowing the sales team to engage with confidence and knowledge.

Driving Results: $521,000 in Potential Business from 39 Leads

The results were immediate and significant. In just the first 4 months, Industrial SalesLeads helped First Choice generate 39 high-quality leads, representing a potential business value of $521,000. These leads came from a mix of new customers and existing service clients, demonstrating the value of a diversified lead generation strategy.

One of the key successes was the ability to turn service customers into long-term equipment buyers. Through consistent lead nurturing and follow-up, eight of the new service customers eventually converted into equipment sales, further expanding First Choice’s revenue streams. This transformation from service to sales was a critical part of proving that the shift from distributor to dealer could be successful.

Navigating Uncharted Territory: Winning New Customers in Underdeveloped Areas

Not all opportunities were straightforward. One of the leads generated by Industrial SalesLeads came from a region outside of First Choice’s typical sales territory. The prospect was located in an underdeveloped area, and the sales team had to decide whether to pursue the opportunity or focus on more established regions. Ultimately, they chose to take the risk, and it paid off.

After conducting an in-person needs analysis, the sales team identified several products and services that the prospect needed. Within just a week, First Choice received a credit application and a significant order from the new customer. This success story demonstrated the importance of stepping outside of comfort zones and pursuing opportunities, even in less familiar territories.

Building Long-Term Relationships: The Key to Success

Another success came from a mid-sized company looking for preventative maintenance services and potentially equipment rental. After a detailed consultation with the client, the sales team realized that rental was the more pressing need. First Choice quickly fulfilled this need, and once the client experienced the company’s dedication to service, they became a repeat customer. Over time, this relationship grew into more than $10,000 in service projects and an additional $200,000 in equipment sales.

The key to First Choice Material Handling’s success was their ability to build long-term relationships with their customers. By focusing on service excellence and ensuring that each new customer was supported through every stage of the sales process, they were able to not only secure new business but also foster loyalty and trust.

What’s Next for First Choice Material Handling?

With Industrial SalesLeads now serving as an extension of their sales team, First Choice is poised for continued growth as they expand their dealer operations. The company’s strategy moving forward is to build on their reputation for quality service and industry expertise, ensuring that they are always available when customers need them.

“We want to be there when a prospect or customer needs a service done—not just when we need business,” concluded Mr. Langley. This customer-first philosophy, combined with the lead generation expertise of Industrial SalesLeads, positions First Choice Material Handling for long-term success in the competitive material handling industry.