Client: Hollrock Engineering
www.hollrock.com
Case: Hollrock Engineering manufactures and sells golf range and course equipment (such as ball pickers, washers, score cards, etc.) all over the US and abroad. A team of six full time sales reps is responsible for phoning and developing relationships, with hundreds of target facilities in a given territory. Product sales range from 2-dollar accessories to $40 thousand ballpark batting systems
Challenge: Hollrock Engineering was facing its third year of steadily declining revenues. Of the six sales reps on staff, three were veterans long accustomed to the era of booming sales that required little in the way of new account prospecting and outbound sales activity. The company had just added three new members to its sales force but had not yet built the necessary infrastructure (accurate contact databases, computers, management mechanisms, training, etc.) to adequately support them. Additionally, the arrival of new sales reps brought a redistribution of long held territories, a revised compensation plan, and new standards for all, thus creating some tension between the old and the new.
Recommendation: Get management to take a hard look at some old practices that no longer fit in the new environment, including an upgrade to its IT systems, contact database, and supervisory style. Deliver a training program tailored to the veteran reps need to buy into a new way of selling, and both the new and veteran reps need for increased phone effectiveness. Develop individual sales plans, restructure the format and content of sales meeting to focus on peer support for outbound call activity, compelling sales dialog and faster qualification of prospects. Manage sales activity rather than closed business.
Result: Faster and more accurate management of sales activity, sales forecasting, and territory development. Clear and acceptable individual goals, and self-accountability. Corporate re-organization that involved the reassignment of the corporate sales manager, a new compensation plan, and the departure of three sales reps.
Client Reference: Rick Hollrock, President (413) 586-4653
Client: UMass Family Business Center
http://www.umass.edu/fambiz/
Client Reference: "Sheldon contributed to a panel that also included marketing and advertising experts, and a father and son in a family business, going through a "makeover" in their thinking, helped by the 3 panelists.
Sheldon's contribution was strong and creative, motivating them in their particular situation, but also inviting the audience to see how they each had challenges that could be addressed by his comments. He also took the lead in coordinating the thoughts of all the panelists into a useable whole. He is undoubtedly energetic, positive, likeable and talented, both as educator and practitioner."
Ira Bryck, Director bryck @ contined.umass.edu • (413) 545-1537
Client: Franklin County Community Development Center
www.fccdc.org
Client Reference: “Sheldon’s supportive and effective coaching has made an important difference in the business lives of the people my organization serves. Participants leave his workshops better equipped to reach their goals through the sales and marketing strategies Sheldon teaches. I continue to see positive results from the clients he works with, and they all rave about him.”
Amy Shapiro, Program Manager. (413) 774-7204.
Client: WFCR National Public Radio
www.wfcr.org
Case:
WFCR, Western New England's, National Public Radio affiliate derives
26% of its operating budget from corporate underwriting sales, (i.e.
radio advertising with strict copy guidelines). A team of four sales
professionals is responsible for making telephone contact with targeted
business in the region to sell underwriting 'mentions' that range in
value from several hundred dollars to several thousand.
Challenge:
Sales effectiveness was inconsistent among staff members, with some
over reliance on repeat business to meet goals. Individual yearly
revenue targets weren't easily translated into direct sales activity
and quarterly forecasting was unreliable. Sales momentum would
sometimes bog down on low probability and/or low value prospects
because unwarranted time was spent at various stages of the sales
process. Prospect/customer contact information and historical records
were not used to leverage more sales.
Recommendation:
Break down the sales process to identify those areas of strength and
challenge within each team member. Develop natural sounding 'scripts'
to: increase the probability of voice mail messages being returned,
efficiently qualify prospects, more quickly advance the sales process,
and close more sales. Conduct role-playing exercises to craft responses
to common objections, gain comfort with new approach, and identify best
practices. Leverage the power of in-house contact management software
to up-sell, and re-sell.
Result:
Achieved a 33% increase in underwriting sales over the same period a
year before. Increase in productive sales activity, with accompanying
decrease in time spent on sales management minutia. New sales-activity
tracking mechanism in place to assist in forecasting and individual
mentoring. Achieved group buy-in to a 'new way' of selling that left
sales reps with a higher degree of confidence, excitement about getting
out and selling more, and the tools necessary for goal setting, and
self-accountability.
Client Reference: "Sheldon
helped to asses the staffs weak areas and offered weekly suggestion,
support and direction to make our efforts more productive. He made
himself available to the whole staff and offered individual training
off-line. He jump started our sales team!"
Ms. Ruth Kennedy, Corporate Marketing Director. (413) 577-0779
Client: TechCavalry
www.techcavalry.com
Case: TechCavalry
is a well respected and growing on-call, computer support firm. Their
motto is "Help is on the way", and customers around the region indeed
rely on speedy, courteous, and competent computer support spanning a
wide spectrum of technical sophistication. A team of seven uniformed
computer technicians, driving branded vehicles make thousands of
support calls per year to business and residential customers.
Challenge:
TechCavalry's management has ambitious plans for growth including the
possibility of franchising. But like many growing businesses,
operational issues often get attention and strategic sales and
marketing initiatives get ignored. Consequently, key marketing
strategies do not get adequate resources and often go unmeasured.
Though traditional advertising is an effective marketing tool for
TechCavalry, the firm knew it could capture even more revenue without
adding new expenses by training the technicians to act as sales
ambassadors. TechCavalry called Steady Sales Group to provide
consulting, direction and spark to a well conceived but slightly
stalled marketing plan.
Recommendation:
Start with an empty three ring binder to build the franchise handbook
organically - chapter by chapter by chapter. Populate the marketing
section of the binder with simple tactics, including policies and
procedures on how to keep the tech team selling while they are
servicing. Conduct a series of trainings where the team learns to
comfortably wear both the sales and the service hats. Carve out
regularly scheduled times each month to review and plan the marketing
action calendar.
Result:
Enabled the entire technical team to feel comfortable in a sales role
to supplement their excellent technical skills. After just a few
guidance sessions, TechCavalry reported that sales were up and
technicians were now coming to the president with ideas to add more
value to each call.
Client Reference:
"Our work with the Steady Sales Group helped increased the average
revenue per appointment by 20%. Total revenues for the company were up
50% during the six months after the training. TechCavalry is now an
avid fan of Steady Sales Group!"
Jef Sharp, President. (413) 586-7070
Client: Pioneer Valley Enterprise Program
Client: Pioneer Valley Enterprise Program
Client Reference:
"Sheldon gave our program participants an excellent introduction to
Guerilla Marketing. His enthusiastic presentation and obvious passion
for the subject gave him added credibility with his audience.”
Kathryn Hayes, Director, Pioneer Valley Enterprise Program.
Client: EANE (Employers Association of the North East)
Client Reference: "Sheldon brings a very friendly, expert, and informal style to his presentation. His Guerrilla Marketing Program was both thought provoking very practical because of his focus on understanding each particiapant and how key principles apply to their unique situation. We look forward to having him back."
Ms. Susan Miller, Director of Training & Development (877) 662-6444
Client: Hidden Tech
http://a-zinternational.com
Client Reference: "Sheldon Snodgrass is a premier sales person and a superlative teacher. He understands the aversion many business owners have to selling and provides both comfort and well-placed tips to help them over the cusp of whatever is blocking them. His sales training provides well-needed information and advice for an underserved sector in the business community. Plus, Sheldon generously put self-interest aside to assist both the Hidden Tech organization and fellow virtual companies."
Amy Zuckerman, Founder — (413) 253-4124
Client: Hilltown Community Development Corporation
www.hilltowncdc.org
Client Reference: "Sheldon brings energy, know-how and value to the trainings he's done for us. We call him back again and again for a variety of audiences who always leave enriched and motivated."
Seth Isman, Economic Development Director. (413) 296-4536
Client: Claudia Gere
www.ClaudiaGereCo.com
Client Reference:
"I heard Sheldon speak along side two deans of business schools.
Sheldon was not only so much more engaging (entertaining as well) than
his co-presenters, but also gave real-world concepts and real-world
examples. Most important at the end I knew what to do with the
information--how to apply it. Check him out if you're looking to grow
your business.”
Claudia Gere, Helping Smart People Become Outstanding Authors
"I highly recommend
"I am very pleased
"Sheldon saved my dental practice. Working with him means having a business partner who brings both substantial experience and vision outside my professional expertise. He has great ideas, but more importantly, he inspires me to improve my own ideas. Sheldon takes the time to understand what I'm looking to accomplish and helps me plot a course to get there. Then he stays on board to help navigate and to help work the lines when needed. I also appreciate his emphasis on cost-effective marketing that is creative and memorable. Because I've learned I can't do it all myself, I'm glad to have Sheldon on board my journey to business success.
"Sheldon contributed to a panel that also included marketing and advertising experts, and a father and son in a family business, going through a "makeover" in their thinking, Sheldon's contribution was strong and creative, motivating them in their particular situation, but also inviting the audience to see how they each had challenges that could be addressed by his comments. He also took the lead in coordinating the thoughts of all the panelists into a useable whole. He is undoubtedly energetic, positive, likeable and talented, both as educator and practitioner." 
"Sheldon Snodgrass has been a regular workshop presenter in my Business Planning classes for the past five years. Students, who I treat as my customers, continue to rave about Sheldon's sessions, a high compliment indeed for adults in a night class. I ask Sheldon to return year after year because I know he’ll deliver an excellent class and compelling presentation."
"I heard Sheldon speak alongside two deans of business schools. Sheldon was not only so much more engaging than his co-presenters, but also gave real-world concepts and real-world examples. Most important, at the end I knew what to do with the information--how to apply it. Check him out if you're looking to grow your business.” 
"Sheldon quickly helped me implement a systematic method of developing and tracking business contacts that would benefit from my services. Then he gave me the focus to go narrow and deep into specific industry verticals. We did considerable research into best practices for these industries, so we implemented a direct sales campaign and tracked progress. With Sheldon’s coaching, we developed specific scripts for specific applications, rather than the generic sales speak one finds from many other sales trainers and coaches. The most pleasant surprise was the enormous amount of specific industry expertise and experience Sheldon brings to the table. The value of Sheldon’s MBA becomes evident as we learn from his ability to weave business strategy with sales technique, and emotional intelligence - a rare gift indeed. With my sales success faltering I knew I needed someone exceptional to help. Thanks goodness I found Sheldon. My only regret is that I didn’t find him sooner.” 
"Sheldon's energy and commitment to our organization made us feel like we were his ONLY client. He energized us to look for small, ‘guerilla’ like marketing tactics for our organization—things that were affordable and eminently doable."
"Sheldon Snodgrass is a premier sales person and a superlative teacher. He understands the aversion many business owners have to selling and provides both comfort and well-placed tips to help them over the cusp of whatever is blocking them. His sales training provides well-needed information and advice for an underserved sector in the business community. Plus, Sheldon generously put self-interest aside to assist both the Hidden Tech organization and fellow virtual companies.”
