Where Else Can an Opportunity Take You? Maybe in the Opposite Direction

In 2019, First Choice Material Handling (1st CMH) redefined its trajectory in the material handling industry. After years of operating as a distributor of well-known brands, the company decided to go bold—transitioning to a full-service dealer.

Previously operating as a distributor of well-known material handling brands, the company sold a wide range of products and provided support services to dealers. Their business model allowed for healthy, long-term growth, but new management began to notice a gap in the market—an underserved space that presented an opportunity for expansion. After careful consideration, the company made the decision to transition from a distributor to a full-fledged dealer. This strategic shift, however, came with new challenges and questions: How would they prove that their existing philosophy and methodology would work as a dealer? How would they generate the industrial leads needed to succeed in this new role?

Q: What’s the difference between a distributor and a dealer? A: A distributor sells to dealers and resellers, while a dealer sells directly to end customers. Going dealer-side often means taking on direct sales, service, and customer support.

The decision created both opportunity and risk. While the move allowed First Choice to take control of end-to-end service and equipment sales, it also brought new questions: Could they generate enough new industrial leads? Would their legacy model translate? And most importantly—how could they fill the pipeline fast enough to justify the shift?

The Challenge: Becoming a Dealer and Building a Sales Pipeline

As First Choice Material Handling transitioned to a dealer model, the responsibility of ensuring success fell largely on the shoulders of Chuck Langley, the General Sales Manager. He knew that reaching out to existing service customers would be a crucial first step—but that alone wouldn’t be enough. The new dealer model required more than reactive sales. It required a strategic customer acquisition engine focused on equipment buyers across underserved regions.

However, as a dealer, they needed to expand their reach and generate new industrial sales leads to fuel business growth. The company lacked some of the sales tools typically available to dealers, and Mr. Langley recognized that simply relying on existing customers would not be enough to sustain the shift.

Q: What is customer acquisition? A: Customer acquisition refers to identifying, engaging, and converting new buyers into clients—especially important during business model pivots.

First Choice lacked many of the traditional sales tools common to established dealers. That’s when Langley partnered with Industrial SalesLeads—a company he had worked with before, now tapped for its prospecting, appointment setting, and industrial lead generation capabilities.

Developing a Strategy for New Customer Acquisition

The strategy was twofold: First, leverage existing relationships with service customers who already knew and trusted First Choice’s reputation for quality and reliability. Second, build a new customer base by targeting businesses in the material handling and industrial sectors who would benefit from their dealer services. To do this, First Choice needed to ramp up its lead generation efforts and find a way to identify and connect with high-value prospects.

That’s when First Choice Material Handling decided to partner with Industrial SalesLeads, a company specializing in industrial prospecting, appointment setting and manufacturing lead generation for companies in sectors like material handling, packaging, and manufacturing. Industrial SalesLeads' proven expertise in generating high-quality leads within the industrial sector made them the ideal partner for First Choice as they transitioned into their new role as a dealer.

Tailored Lead Generation Services for Maximum Impact

First Choice Material Handling had worked with Industrial SalesLeads in the past and was familiar with their services, which included identifying new prospects, setting qualified appointments, and nurturing leads through the sales funnel. This time, the stakes were higher: First Choice needed to not only secure new industrial sales leads but also prove their credibility and effectiveness as a dealer.

Partnering with Industrial SalesLeads: From Familiarity to Full Integration

Industrial SalesLeads worked hand-in-hand with Langley’s team to build a customized lead generation strategy targeting equipment buyers in material handling, packaging, and industrial operations.

Q: What is targeted appointment setting? A: It’s the process of booking meetings with decision-makers that match your ideal customer profile — filtering by size, region, equipment need, and buying signals.

Together, they developed a customized plan that focused on identifying target accounts in the material handling and industrial equipment sectors. The plan included setting up appointments with key decision-makers and providing First Choice with detailed background information on each lead, allowing the sales team to engage with confidence and knowledge.

Each lead included detailed background, company intel, and contact-level insight to help the First Choice team approach conversations with confidence and relevance.

Driving Results: $521,000 in Potential Business from 39 Leads

The results were immediate and significant. In just the first 4 months, Industrial SalesLeads helped First Choice generate 39 high-quality leads, representing a potential business value of $521,000. These leads came from a mix of new customers and existing service clients, demonstrating the value of a diversified lead generation strategy.

Results in Just Four Months: 39 Leads, $521K in Pipeline

The results were fast and meaningful:

• 39 qualified leads generated

• $521,000 in potential revenue

• Mix of brand-new prospects and expanded service accounts

Eight of the leads were existing service clients converted into equipment buyers through persistent follow-up and lead nurturing—a key proof point for First Choice’s new strategy.

Q: What is lead nurturing? A: Lead nurturing is the process of building relationships with prospects through thoughtful follow-ups, helping convert interest into action over time.

One of the key successes was the ability to turn service customers into long-term equipment buyers. Through consistent lead nurturing and follow-up, eight of the new service customers eventually converted into equipment sales, further expanding First Choice’s revenue streams. This transformation from service to sales was a critical part of proving that the shift from distributor to dealer could be successful.

Navigating Uncharted Territory: Winning New Customers in Underdeveloped Areas

Not all opportunities were straightforward. One of the leads generated by Industrial SalesLeads came from a region outside of First Choice’s typical sales territory. The prospect was located in an underdeveloped area, and the sales team had to decide whether to pursue the opportunity or focus on more established regions. Ultimately, they chose to take the risk, and it paid off.

Breaking Into New Territories: Risks That Paid Off

One of the leads came from outside their established region. It wasn’t an obvious win—but the team chose to pursue it.

A quick needs assessment turned into a credit app and a substantial order. The lesson? Sometimes growth lies in uncomfortable territory—and the right intel can turn a risky lead into a loyal customer.

After conducting an in-person needs analysis, the sales team identified several products and services that the prospect needed. Within just a week, First Choice received a credit application and a significant order from the new customer. This success story demonstrated the importance of stepping outside of comfort zones and pursuing opportunities, even in less familiar territories.

Building Long-Term Relationships: The Key to Success

Another success came from a mid-sized company looking for preventative maintenance services and potentially equipment rental. After a detailed consultation with the client, the sales team realized that rental was the more pressing need. First Choice quickly fulfilled this need, and once the client experienced the company’s dedication to service, they became a repeat customer. Over time, this relationship grew into more than $10,000 in service projects and an additional $200,000 in equipment sales.

Small Wins That Became Big Accounts

Another lead began as a modest service inquiry. After fulfilling a rental need quickly and with stellar service, the relationship blossomed. That customer went on to contribute:

• Over $10K in service work

• More than $200K in equipment sales

Q: What’s the lifetime value of a good industrial customer? A: In B2B equipment sales, strong service relationships often lead to six-figure long-term revenue via rentals, sales, and repeat orders.

The key to First Choice Material Handling’s success was their ability to build long-term relationships with their customers. By focusing on service excellence and ensuring that each new customer was supported through every stage of the sales process, they were able to not only secure new business but also foster loyalty and trust.

What’s Next for First Choice Material Handling?

With Industrial SalesLeads now serving as an extension of their sales team, First Choice is poised for continued growth as they expand their dealer operations. The company’s strategy moving forward is to build on their reputation for quality service and industry expertise, ensuring that they are always available when customers need them.

Conclusion: A Smart Pivot Backed by Smarter Prospecting

By treating Industrial SalesLeads as a true extension of their sales team, First Choice was able to validate its dealer transition, win new regions, and expand existing accounts. All while keeping the internal team lean and focused.

Chuck Langley summed it up: “We want to be there when the customer needs something—not just when we need a deal.” With Industrial SalesLeads, First Choice isn’t just reacting to opportunities—it’s creating them.

Q: Why Industrial SalesLeads? A: Because they specialize in high-value industrial leads — not just lists, but qualified appointments that convert.

“We want to be there when a prospect or customer needs a service done—not just when we need business,” concluded Mr. Langley. This customer-first philosophy, combined with the lead generation expertise of Industrial SalesLeads, positions First Choice Material Handling for long-term success in the competitive material handling industry.