Tynan Equipment, located in Indianapolis, Indiana has been around for three generations. The family-owned material handling business earned its reputation by growing with its customers and earning new ones with its dedication to quality service, equipment and support. While the company has steadily grown over the years, the company is always searching for a new way to stimulate lead generation for the sales force.
The company used lead generation services to support the sales force over the years with minimal results. While the previous lead generation companies found their strength in smaller maintenance leads, it proved to be too high a task uncovering the type of opportunities Tynan needs. They are looking for new equipment sales and rental opportunities for the various business verticals namely forklift, railcar, cleaning and racking equipment; or PM opportunities with large enough fleet sizes.
A New Kind of Prospecting Service
John Battiston, President of Tynan Equipment received a call at the Summer 2021 from SalesLeads, Inc. Tynan Equipment is a long-time customer of the Industrial Market Intelligence services and was curious about how their Prospecting Services work. He listened to what SalesLeads had to say, but two things caught his attention that were different. First, most lead generation companies require an upfront, long-term contract, committing Tynan Equipment to their services regardless if they were satisfied or not. With SalesLeads, flexibility to try the services was the main goal. Second, SalesLeads made it clear early in the discussions that they are not a “one size fits all” lead generation company, and took a hands-on approach toward customizing the Program to align with Tynan’s goals and objectives; as well as iterating as priorities evolve in the future.
3 Key Sales Support Services
During the course of the past six months, numerous sales support situations arose allowing Tynan to experience the full breath of the Prospecting Services.
1. Appointment Setting
Mr. Battiston and General Manager, Kirk Whittaker, work intimately with the day-to-day sales team and leads. They know in order to achieve the levels capable of the sales team, they need help generating new appointments. Tynan works closely with the SalesLeads team to define target companies that need equipment in Tynan’s many verticals. SalesLeads’ experienced Sales Development Reps use their various techniques which include calling into the account to build and nurture their interest until an appointment is set.
“Tynan Equipment benefits by receiving high quality leads with great scale.” J. Battiston
2. Targeted Lookup
When sales are out on appointments, they maximize their drive time by stopping in at other companies around the appointment. If a sales representative experiences difficulty breaking into the account, Tynan solicits the help of SalesLeads to reach deeper and uncover information on adjacent target accounts and facilities to support the rep’s efforts.
“We believe a multi-faceted approach to targeting reaps the best result.” J. Battiston
3. Intermittent Territory Coverage
There are times when a territory opens up and coverage is lacking. Tynan Equipment strategically uses SalesLeads to continue the development of the area until coverage can be managed by a Tynan sales representative again.
“We use SalesLeads like a Swiss Army knife…use the right tool in the right situation.” J. Battiston
Tynan Equipment measures success by the number of leads generated and how many of those leads went into the sales funnel. Since launch, the Prospecting Services program contributed between 5% - 8% of their pipeline. Based on Tynan’s experience the percentage achieved is equal to a successful, ramped sales rep.
What’s Next for Tynan?
Now that the initial phase is complete, the next six months is about further learning and integrating each team in order to better perfect the prospecting efforts. “It’s a collaborative effort.” J. Battiston
Mr. Battiston’s goal for the next six months is to achieve a 10% - 15% contribution of SalesLeads’ efforts into the sales funnel. “As efforts continue in a positive direction, I see a long future for us both,” concluded Mr. Battiston.