Opening Up a New Market by Selling Direct to Underserved End-Users
SEK Surebond is a manufacturer of premium hardscape cleaners and sealers with a strong reputation for developing industry-first innovations. SEK Surebond serves hardscape installation contractors through a network of resellers and dealers across North America.
SEK Surebond’s market share was nearing a point of saturation within its served markets. The leadership team enlisted Dorn to help identify the most viable growth markets and develop a strategy for building demand around its highest-margin product categories.
Evolution To Growth
Market-back research and analysis revealed that the pressure washing market was being underserved by incumbent suppliers and distributors. A big opportunity existed for a manufacturer that could better serve end-user contractors by providing application expertise and support. SEK Surebond launched a new direct-selling brand targeting contractors with premium products backed by industry-leading service and support programs. Go-to-market program components included:
Combining premium products with marketing leading pre- and post-sales support was the tipping point the market was seeking. The new brand and go-to-market strategy have yielded record revenue and EBITDA growth for two consecutive years. SEK Surebond continues to benefit from a loyal customers that enthusiastically advocates for their brand of choice.