New Customer Acquisition Archives

Tariffs Are Today’s Headline—But Main Street Is Tomorrow’s Movement

Not just selling. Serving. Staying. Building. While tariffs are currently dominating headlines, the most strategic companies aren’t just reacting to today’s pricing pressure—they’re planning for what’s next. They’re using this moment to rethink how they show up in the market, how they create value beyond product, and how they connect with the people and communities they serve. Yes—tariffs matter.They’re shaking up supply chains, pricing strategies, and cost structures in real time. Manufacturers Are Asking: Do we raise prices? Hold steady? Drop to grab share? What’s our competitive posture—and how do we [...]

Tariffs Are Today’s Headline—But Main Street Is Tomorrow’s MovementJames Dorn2025-04-11T16:52:35-05:00

Heavy-Duty Commercial Operating Model: How an Industrial Machinery Manufacturer Grows Sales and Profit

In the competitive landscape of industrial equipment sales and marketing, achieving sustainable growth and profitability requires more than just innovation in products or services. It demands a strategic evolution that aligns vision, operations, and sales processes to meet the dynamic needs of customers while maximizing internal efficiencies. The story of Compass Systems and Sales, a leading provider of engineered material handling solutions, exemplifies this journey of transformation and success. https://youtu.be/soUBVLUoB0k Crafting the Blueprint: Strategic Vision and Foundational Framework At the heart of Compass Systems and Sales' journey was a strategic vision [...]

Heavy-Duty Commercial Operating Model: How an Industrial Machinery Manufacturer Grows Sales and ProfitJames Dorn2025-03-06T17:12:11-06:00

How To Harness Brand Power to Expand Market Share and Inspire Loyalty

https://youtu.be/ePLryAht8x8 In a market where loyalty is fleeting, brand strategy can be the secret weapon for businesses looking to elevate their performance. Watch James Dorn and Jim Perdue explore the potential power rooted in your brand. Start with a clear and customer-centric value proposition. Evaluate and optimize the overall brand portfolio for maximum impact. Use the brand strategically to steal market share from competitors. Leverage the brand to enhance customer loyalty and maintain share of wallet. Address internal challenges related to cultural fit and employee alignment for effective brand representation. Thoughts? Questions? Ask us about [...]

How To Harness Brand Power to Expand Market Share and Inspire LoyaltyJames Dorn2024-02-12T16:09:43-06:00

Why Switch? How to Convert the Modern B2B End-User To Your Industrial Brand

https://vimeo.com/704676278 Why should an end-user switch to your brand over what they’re currently using? If your response draws attention to an innovative product feature or specification, then your selling proposition needs some retooling. Today’s buyer doesn’t care about your brand. They don’t care about your latest innovative product either. What they care about is in their facility. They care about the problems that their teams are experiencing. End-user buying behavior has changed through the COVID era and is continuing to evolve. Manufacturers and distributors need to evolve their sales and marketing [...]

Why Switch? How to Convert the Modern B2B End-User To Your Industrial BrandNeil Ruffolo2022-05-03T10:16:26-05:00

Channel Marketing Beyond the Basics: Best Practices for Driving Revenue and Profits

https://www.youtube.com/watch?v=LFx--41sm8k What does "channel marketing" really mean? James Dorn, John Gunderson and Jim Perdue define the term once and for all, including the 2 primary objectives that tend to get lost in the details of execution. Then they take a deep dive into best practices for driving revenue and profit performance in this important, but often vague and misunderstood area of B2B manufacturing product commercialization. Thoughts? Questions? Ask us about internal pricing surveys and industry benchmarking to keep your company competitive in the months ahead.

Channel Marketing Beyond the Basics: Best Practices for Driving Revenue and ProfitsJames Dorn2024-02-12T15:58:34-06:00