Enabling the Sales Force
Furmanite America
In the process of updating marketing messages and delivery mechanisms for Furmanite, an industrial repair and maintenance services company, Azure uncovered opportunities to enable the sales force to better cross-sell services and expand into new industries.
Azure was initially engaged by Furmanite to update and re-brand their North American marketing materials to be better utilized by their sales force. As Azure worked with Furmanite on the new materials, the team became aware that sales reps tended to focus on the solutions they knew best, rather than Furmanite’s entire service portfolio. They also realized that most sales efforts were targeted to the oil and gas industry, whereas the services could be leveraged to a multitude of other industries.
Utilizing direct input from managers of every major service line, Azure’s strategy focused on creating high-impact visuals and messaging that would resonate with customers, while developing marketing tools that would be embraced by the sales teams.
Azure developed a series of sales presentations that clearly communicate to customers how each solution can address their specific needs, as well as how the complete solutions portfolio provides value. These presentations were also used to “cross-train” the sales staff on all service offerings and how to position multiple service offerings to customers. Azure also created more detailed print collateral for sales staff to further expand awareness of all Furmanite services with new and existing customers.
Azure’s ability to discover hidden roadblocks to sales productivity led to a more tightly integrated sales force that was equipped for greater account penetration across a broader array of industries. And with the visually appealing and content-rich tools Azure developed, the sales force is able to present a cohesive look and feel that they feel really represents them.
Because Azure has been able to identify and address Furmanite’s underlying business issues and position their sales force for success, Azure has been their go-to agency for their North America marketing needs for the past seven years.
