February 2019

Case Study: The Integrated Sales ModelKirk Zehnder, CEO Earnest Machine

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The Company

v Founded in 1948

v Importer & Manufacturer

v Sell through Distribution

v Industrial Fasteners

v High Strength, High Quality

v US & Europe

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Three Generations

Traditional Company

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Traditional Sales Strategy

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v Dad, Tom, Uncle, Cousin, Step-Brother, Mev Wholesale Distributor AND a VMI Supplierv One Official Headquarters – One Renegade Headquartersv Brand Deteriorationv Cultural Degradationv Family Disintegration

2003 Restructure

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v IT Systemsv Distribution Centersv Officev Peoplev Culturev Structure

Changes 2008 - 2018

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1 2 3 4 5 6 7 8 9 10 11 12 13 14

Changes to Sales 2008 - 2017

Energy Expended

Results

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End of 2017

What you have to do and the way you have to do it is incredibly simple. Whether you are willing to do it is another matter. – Peter Drucker

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What it was like.

Outside Sales

Outside Sales

Outside Sales

Sales Manager

Inside Sales

Inside Sales

Inside Sales

Inside Sales

Inside Sales

Inside Sales

Inbound CallsOutbound Calls

Emails (Orders, RFQs)EDI ProcessingService Issues

Quoting SpecialsReturns

Lead ManagementAccount Data Updates

Web Store Holds

Sales Activity

Managing Inquiry FolderCRM Task ManagementCustomer VisitsContract Pricing Set-upPartially Shipped ReportProcessing MTRsCross Ref Customer PartsPhone Tree CoverageBlanket OrdersNew Account Processing

SELLING?

Too Busy

We’re Down One

The System Won’t Let Us

The Phones

The Fax Folder

DC Made a Mess

Purchasing is Slow

Mother Issues

Capacity Limitations

Don’t like selling.

Customers already know what we sell.

No stock. Sorry.

We can’t be competitive.

Not comfortable doing something new.

People don’t want to be bothered.

Large quotes are too difficult to process.

Skill Limitations

“You guys are great.”“Always answer the phone.”

“Sales people know their stuff.”“Great service and delivery.”

”You have the hard to find parts.”“Great service.”

Customer Perspective

2018 Sales Mission

“THE RIGHT PEOPLE DOING THE RIGHT THINGS, TO CONNECT WITH OUR CUSTOMERS, MAXIMIZE OPPORTUNITIES, AND CREATE THE BEST CUSTOMER EXPERIENCE POSSIBLE.”

SALES MISSION

April ‘18 – One Day Test

CallsQuotesOrdersEmails

EDI ProcessingRMAs

Customer Issues

Group OneCallsAccount Specific Emails

Group 2Everything ElseNo Calls In

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“Not a good day to test because it was really slow today.”

“It wasn’t bad but it wasn’t busy.”

“I loved it. Time to talk with customers. Feel bad for Lori and Angela.”

Anticipation, Perception, Data

Average Orders:145Test Day: 169

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Culture Improvement

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Sales GPS 2018 June - Denver

2018 Sales Mission

“THE RIGHT PEOPLE DOING THE RIGHT THINGS, TO CONNECT WITH OUR CUSTOMERS, MAXIMIZE OPPORTUNITIES, AND CREATE THE BEST CUSTOMER EXPERIENCE POSSIBLE.”

SALES MISSION

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What it was like.

Outside Sales

Outside Sales

Outside Sales

Sales Manager

Inside Sales

Inside Sales

Inside Sales

Inside Sales

Inside Sales

Inside Sales

Inbound CallsOutbound Calls

Emails (Orders, RFQs)EDI ProcessingService Issues

Quoting SpecialsReturns

Lead ManagementAccount Data Updates

Web Store Holds

Sales Activity

Managing Inquiry FolderCRM Task ManagementCustomer VisitsContract Pricing Set-upPartially Shipped ReportProcessing MTRsCross Ref Customer PartsPhone Tree CoverageBlanket OrdersNew Account Processing

SELLING?

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Convergence

+ The Integrated Sales TeamDecile Account Analysis

’17 Decile Account Analysis

Decile Accounts Contacts $ Orders Share # Orders % Orders Avg.

1 288 10,043 $12,455,136 80.69% 28,675 64.1% $43,247

2 288 1,830 $1,357,706 8.80% 5,849 13.1% $4,714

3 288 1,122 $674,877 4.37% 3,396 7.6% $2,343

4 288 1,024 $398,465 2.58% 2,111 4.7% $1,384

5 288 918 $237,972 1.54% 1,524 3.4% $826

6 288 856 $141,971 0.92% 1,112 2.5% $493

7 288 566 $84,963 0.55% 758 1.7% $295

8 288 542 $49,549 0.32% 595 1.3% $172

9 288 495 $24,736 0.16% 423 0.9% $86

10 288 471 $9,493 0.06% 296 0.7% $33

17,867 $15,434,868 44,739

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What it was like.

Outside Sales

Outside Sales

Outside Sales

Sales Manager

Inside Sales

Inside Sales

Inside Sales

Inside Sales

Inside Sales

Inside Sales

Creating an Integrated Sales Team

Sales

Sales

Sales

Service

Service

Service

Support

Support

SupportTeam One

Team Two

Team Three

100 Accountsper Team

Creating an Integrated Sales Team

Sales

Service

Support

• Experts at Task Management• Ability to Triage Customer Needs• Executes Efficient and Organized

Processes• Highly Accurate

• Extroverted and Curious• Great Conversation and Listening Skills• Comfortable with Asking Questions• Works Well with Others

• Great Communication and People Skills

• High Emotional Intelligence & Empathy

• Comfortable with Uncertainty• Tenacious

• Quickly access and deliver data as requested• Accurately process quotes and orders• Manage and prioritize inbound activity • Assist with data for large opportunities• Manage data in systems

• Service inbound call activity and direct calls• Execute customer outreach programs• Engage with customers to discover opportunities• Develop customer relationships• Assist with large opportunities

• Mine existing data for untapped opportunities• Explore markets for new opportunities• Develop customer relationships• Uncover customer pain• Convert large opportunity RFQs

Characteristics Role

Sales Teams

Team Hi-Tensile Team Shaker Team Galvanized

Team Us

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$-

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

$50,000

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Daily Average Sales by Source

CRM EDI WEB

Impact

Q1 Daily Averagevs.

Q4 Daily Average

28.4%

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Tiny Pulse – 2018 Results

Team Us

January ‘18 vs.’19 29%

Friday 4:00 Socials

Let’s Connect

www.earnestmachine.com

216 / 233 - 0033

kpz@earnestmachine.com