Largest Paving Contractor in New England
Background:
A $30M+ commercial asphalt company offering parking lot and road construction, seal coating, line striping, concrete, and snow removal.
Challenge:
The sales team is made up of ten sales reps that have specific geographic territories, as well as a Director and SVP of Sales. The reps were very good at developing opportunities within their general contractor and existing customer base but were not effective in uncovering territorial opportunities or developing new owner direct business.
Process:
Capri built and the Company approved a list of manufacturing companies, universities, medical facilities, and financial institutions that mirrored the profiles for their best customer engagements within a fifty-mile radius of HQ. Google maps was used for additional vetting of paving surfaces. Additional target lists focused on regional plays for national franchises as well as property management groups. Capri then built a list of relevant contacts within these companies that were responsible for maintenance and CAPEX facilities improvements. The Director of sales acted as the single point of contact to vet Capri generated opportunities and then passed viable opportunities to the ten sales reps for follow up and proposal development.
Results:
56 meetings created nearly $3,300,000 in proposed opportunities by the sales team resulting in $1M+ in new purchase orders. The SVP remarked this number would have been double if not for the impact of Covid-19.