Market planning

(Foundry) -This gray iron foundry had been in business for over a century, during which time it had never needed a formal marketing strategy to generate sales. In its 107th year, however, the company found its proven expertise, broad capabilities and excellent reputation were suddenly no longer sufficient to secure adequate sales or new accounts. This project helped the company develop and implement a targeted marketing plan and sales system, based on hard data from existing customers, prospective customers and reps. It entailed market research, coaching, plan codification, system development, and implementation assistance. Deliverables included a targeted and pre-qualified prospect list, detailed action plan programs, a new quote tracking system, an upgraded sales rep system, and a new website. The project had an immediate impact on the firm. “We are now a much more organized and professional company”, explained the President.