Service to Sales: How We Grew Profitability 277% in 12 Months

I once was recruited to work for a small manufacturing company in Cleveland, Ohio. The company had not been profitable in its 7 years of business. The owner was desperate for success and willing to allow me to call the shots and innovate.

I started with an Operations Manager, Ron, who was outstanding — able to wear many hats as I did. We planned and set out to take our small group of people to new heights.

Turning Service into Sales

Ron and I decided to jump-start our efforts with some out-of-the-box innovation — what I call "thinking Beyond the Norm." We took our Service Group and trained them not only to make certain the product was installed right or operating correctly, but also to sell.

They were trained to ask a short list of questions to generate more bottom-line sales: offer to catalog all equipment on site, even competitors', and inquire about future projects or equipment under consideration. Factory workers often have insights into what's being considered that even sales people may not know.

By asking the right questions, listening, and taking notes, our service people established rapport with factory contacts. They committed to personally follow up on equipment and keep in touch. This expanded our sales force in a new dimension and gave the sales person a credible reason to visit the company within the next 90 days.

The Results

These types of simple innovations and communications helped us grow profitability by 277% in the first 12 months. We had a future plan to pay the Service Tech a commission based on the order.

However, after two years of exponential growth and success, the owner decided he wanted to again call the shots. Both Ron and I left the company — and within a year the company returned to its unprofitable ways. Sad, as the company had so much potential.