How Prospecting Services Drives ROI for Tynan Equipment

Tynan Equipment, a multi-generation family business based in Indianapolis, Indiana, has been a staple in the material handling industry for decades. Known for their commitment to quality equipment, customer service, and long-term client relationships, Tynan has steadily grown across the Midwest by providing forklift sales, cleaning solutions, racking equipment, and railcar movers.

But like many companies in the industrial sector, Tynan faced the persistent challenge of finding high-quality industrial sales leads—ones large enough to support full fleet rentals or procurement rather than just small service jobs.

Q: What is industrial lead generation? A: It’s the process of identifying and qualifying sales opportunities in manufacturing, logistics, and plant-driven markets — focused on high-ticket, long-cycle B2B transactions.

Tynan Equipment was always looking for new ways to stimulate lead generation and bring in new manufacturing and warehousing  customers for their sales force. Specifically, they needed to find high-quality industrial sales leads to drive growth in their core business verticals, such as forklifts, railcar handling equipment, cleaning solutions, and racking equipment.

Although the company had tried other lead providers, most only surfaced low-value maintenance leads. Tynan needed more: leads aligned with their core sales verticals, focused on big-ticket opportunities and long-term equipment partnerships.

The company’s sales force was tasked with finding new business, particularly with clients who required large fleets for equipment rental or procurement. The existing lead generation providers were unable to identify the manufacturing leads that Tynan needed to support their sales efforts.

The Challenge: Uncovering High-Value Industrial Opportunities

By mid-2021, Tynan was already a long-time customer of Industrial SalesLeads’ Industrial Market Intelligence services, using it to track industrial construction projects by state. But now, they needed more active prospecting to support their outside sales team from Industrial SalesLeads, decided to explore the company’s Outsourced Business Development Services to see if they could offer a more targeted solution for identifying industrial sales leads.

Q: What is Market Intelligence? A: Market intelligence refers to data and insight on industry-specific projects, expansion plans, and decision-maker activity that fuels smarter targeting.

Company President John Battiston saw the need for a new approach to business development—one that was scalable, specialized, and laser-focused on the types of opportunities their team needed to close.

A Tailored Prospecting Service: Flexibility and Customization

One of the first things that caught Mr. Battiston’s attention was the flexibility offered by Industrial SalesLeads. Unlike other lead generation companies that required long-term, upfront contracts, Industrial SalesLeads provided Tynan Equipment with the flexibility to test their appointment setting services before committing fully.

Tynan turned to Industrial SalesLeads’ Prospecting Services, initially drawn to the flexible engagement model. Unlike other providers requiring large upfront commitments, this program allowed Tynan to test the service before scaling.

This flexibility allowed Tynan to explore the service without the fear of being locked into a long-term arrangement.

From day one, the partnership was collaborative. The SalesLeads team worked directly with Tynan’s executives to customize outreach scripts, qualifying questions, and lead scoring logic to ensure alignment with real business needs—specifically around forklifts, railcar handling, cleaning solutions, and industrial racking.

Q: What is a custom prospecting service? A: Rather than delivering a static lead list, custom prospecting aligns outreach around your exact ideal customer profile, including territory, role, and need.

This hands-on approach gave Tynan visibility into the entire sales development process—and most importantly, gave their sales reps ready-to-close conversations, not cold leads.

Additionally, Industrial SalesLeads took a hands-on approach to customize the lead generation process. They worked closely with Tynan’s executive team to ensure the program aligned with the company’s specific goals and objectives. Rather than offering a one-size-fits-all solution, Industrial SalesLeads tailored their prospecting services to meet Tynan’s unique needs, including their focus on high-value industrial leads in verticals like forklifts, railcar equipment, and cleaning solutions.

This customized approach allowed Tynan to not only identify new opportunities but also to prioritize those that offered the highest potential for long-term business relationships. Industrial SalesLeads provided Tynan with the insights and market intelligence they needed to make informed decisions about where to focus their sales efforts.

Key Sales Support Services: Appointment Setting, Targeted Lookup, and Territory Coverage

Over six months, Tynan leveraged several integrated services within Industrial SalesLeads’ program:

Appointment Setting

Sales Manager Kirk Whittaker and Mr. Battiston worked with SalesLeads to target accounts matching their ideal customer profile. Appointments were set with decision-makers who needed equipment at scale. “We received high-quality leads with great scale,” said Battiston. “It gave our reps the fuel they needed.”

Q: What is appointment setting? A: Appointment setting is the act of booking qualified meetings between your team and high-intent prospects — saving time and boosting close rates.

Mr. Battiston and Sales  Manager Kirk Whittaker worked closely with Industrial SalesLeads to identify target companies that fit Tynan’s ideal customer profile. The team at Industrial SalesLeads then used their sales development expertise to engage with these companies and nurture them through the sales funnel. By setting up qualified face to face appointments with key decision-makers, Industrial SalesLeads helped Tynan Equipment secure high-value meetings that directly contributed to new business opportunities. “We received high-quality leads with great scale,” Mr. Battiston noted, highlighting the importance of having well-targeted appointments to grow the company’s pipeline.

Targeted Lookup

Reps in the field could call in with addresses or company names, and the Industrial SalesLeads team would quickly research and qualify adjacent facilities. This helped reps maximize route efficiency and turn windshield time into pipeline time.

When Tynan’s sales representatives were out on appointments, they maximized their drive time by stopping at other nearby companies. However, breaking into these accounts often proved difficult. That’s where Industrial SalesLeads came in with their targeted lookup services. Industrial SalesLeads used their industrial market intelligence to uncover additional information about adjacent target accounts and facilities. This information helped Tynan’s sales reps engage with new prospects and generate more qualified leads, turning their travel time into more productive prospecting efforts.

Intermittent Territory Coverage

When a sales rep left or a territory needed coverage, Tynan used Industrial SalesLeads to fill the gap — ensuring that no opportunity went untouched, even during personnel changes. “We use Industrial SalesLeads like a Swiss Army knife,” Battiston said. “It fits every scenario.”

Q: What is intermittent territory coverage? A: It’s when a third-party team temporarily prospect on your behalf to maintain pipeline flow when internal coverage is missing.

Like many companies in the material handling industry, Tynan Equipment occasionally faced gaps in territory coverage when sales reps left or were reassigned. Rather than leaving these territories unattended, Tynan strategically used Industrial SalesLeads to continue developing the area until they could assign a new sales representative. This flexible approach ensured that no opportunities were missed, even during transitions in the sales team.

Measurable Success: Driving Pipeline Growth and Improving ROI

The results of Tynan’s partnership with Industrial SalesLeads were clear. Over the six-month period, Industrial SalesLeads contributed between 5% and 8% of the company’s sales pipeline. This percentage was equivalent to the performance of a fully ramped-up sales representative, making the investment in prospecting services a cost-effective way to drive business growth. For Tynan, these results confirmed that Industrial SalesLeads’ services were not only filling the pipeline but also generating high-quality leads that converted into revenue.

Results That Mattered: 5–8% Pipeline Contribution

The numbers spoke for themselves. Over the course of the initial six-month engagement, Industrial SalesLeads contributed between 5% and 8% of Tynan’s entire sales pipeline—equivalent to the output of a fully ramped-up sales rep.

That contribution included:

• Qualified meetings with equipment buyers

• Territory coverage during team transitions

• Strategic pipeline expansion across verticals

Q; What is ROI in prospecting? A: ROI in prospecting is measured by cost-per-lead, pipeline value contribution, and close rates compared to internal benchmarks — in this case, matching a full-time rep.

Looking Ahead: A Collaborative Effort for Long-Term Growth

With the success of the initial phase, Tynan Equipment is now focused on deepening its partnership with Industrial SalesLeads over the next six months. Mr. Battiston’s goal is to increase the contribution of Industrial SalesLeads to 10% to 15% of the company’s sales pipeline. He believes that continued collaboration between Tynan’s sales team and Industrial SalesLeads will allow both organizations to better perfect their prospecting efforts and drive sustained growth in key verticals.

Looking Ahead: 10–15% Pipeline Contribution Goal

Encouraged by early results, Mr. Battiston now plans to scale the partnership, targeting a 10% to 15% pipeline contribution from Industrial SalesLeads by year-end.

With a strong collaboration between both teams — and support that adapts to the field — Tynan is poised to expand its forklift and equipment sales footprint across the Midwest and beyond.

Q: Why use Industrial SalesLeads? A: Because our services are flexible, specialized, and designed to act as a direct extension of your industrial sales team.

“As efforts continue in a positive direction, I see a long future for us both,” Mr. Battiston concluded. With the support of Industrial SalesLeads’ appointment setting, lead nurturing, and targeted prospecting services, Tynan Equipment is well-positioned to achieve its sales goals and continue growing its presence in the material handling industry.