Sales & Marketing Innovation
Turf Teq
Manufacturing
B2B, B2C
Landscaping pros know that it’s all about efficiency, and Turf Teq’s line of commercial-grade landscaping equipment delivers. Helping businesses do more with less in order to increase productivity and profitability is a powerful message in today’s economy. That’s why Turf Teq partnered with PIPEDREAM, to help spread the word and grow their business.
Situation
As a niche brand working against major international competition, Turf Teq was ready to shake things up with a new look and a new strategy. Competitors were gaining, and their network of dealers and distributors was increasing its focus on major brands, at the exclusion of all the rest. The time was right for a brand refresh and a new approach to sales and marketing.
Process
Our first step was to develop a new brand, benefit-driven messaging, and a new website that was built with a focus on direct lead generation. Instead of redirecting interested web visitors to various dealer websites, we helped Turf Teq begin to take ownership of their leads, follow up, and see the sales process through to completion. We also implemented a CRM system to track inquiries, measure web and sales conversion rates across sales channels, and provide critical data to measure sales effectiveness. As more and more leads were generated, we helped Turf Teq shift their strategy away from their distribution network and into a direct sales model
Results
Since making the shift to a direct sales model, Turf Teq has seen their level of success increase dramatically. They have more inquiries than ever before, they are closing sales at a higher rate than ever before, and they are better able to support and service their customers than ever before. It’s a winning combination. And in an industry where the major brands are taking over, Turf Teq is thriving.
