MAINTENANCE REPAIR & OPERATIONS (MRO) DISTRIBUTOR
Reaching Long-Tail Customers For A Major MRO Distributor
MMC designed, planned, and executed a growth program to increase sales by 105% in just 8 months.
At A Glance
MRO Products Distributor
Property Managers, Maintenance Techs
February 2020 – September 2020
Our client, a major Maintenance Repair & Operations (MRO) distributor had long-tail customers who signed up for national buying agreements, but were declining by -7%. Additionally, our client did not have enough resources or field sales representatives to reach such a high volume of churning customers cost-effectively.
Our client challenged MMC with targeting 57,000 customers whose sales were in a state of decline.
MMC leveraged our client’s existing data partnerships, as well as our own data augmentation approaches to drive a targeted, account-based marketing solution (ABM) and push 1.5M multi-channel communications to market across phone, email, and direct mail. Those communications, along with our client-dedicated inside sales representatives, not only raised sales among declining customers, but activated thousands of dormant accounts, while improving the customer experience.
Our Inside Sales Reps did everything from answering product questions, to placing orders on the customers’ behalf, to setting up customer online ecommerce accounts allowing them to order directly. We also worked with our client’s field organization to develop a workflow process to create, capture, and escalate major opportunities to 250+ sales rep across two dozen branches nationwide.
In just 8 months, our program increased sales among declining customers by +105%, added over $42M in incremental revenue, and resulted in a 7:1 ROI on net margin dollars.