Creating a Measurable Sales Process

Background
Mac Arthur Corporation, is a minority-owned, ISO/TS-certified supplier of labels and related products and services. The company, based in Grand Blanc, Michigan, has served major automotive customers since 1962. It ships hundreds of millions of labels each year to 14 countries around the globe.

Challenges
In 2006, a single customer represented a large percentage of business at Mac Arthur Corporation. Thomas Barrett, vice-president of Mac Arthur Corporation, said the company focused much of its energy on serving this single client and management felt they could improve the quality of service they provided to all the company’s customers and, in the process, increase revenue. Additionally, the company wanted to diversify its client base by targeting new customers and felt its marketing and sales systems needed to be upgraded. Company officials felt it was time to seek outside expertise to help evaluate its service to current customers and to restructure and retool the company’s sales and marketing components.

Solutions
Mac Arthur Corporation turned to Anchor Advisors for assistance in improving its customer service, and marketing and sales structures. Anchor Advisors encouraged the development of specific processes that addressed each of the three areas. By instituting processes, the company could establish standards and measures for the handling of customers, training of employees and generation of new business. Developing each process included devising a long-term plan and addressing every detail necessary to support the plan. For instance, Anchor Advisors worked with company management on drafting training manuals as well as scripts and emails for customer service representatives to use during their interactions with customers. Mac Arthur Corporation currently is implementing the new processes.

Results
Since beginning the implementation of the new processes, Barrett has observed several positive changes within the company. He said the company’s sales have become a “structured process” that is “much more manageable.” He also said that instituting a training process has helped alleviate the stress of training new employees. And, because the training process is standardized, the company is sending a consistent message to its customers—and employees. Barrett said Mac Arthur Corporation’s partnership with Anchor Advisors was beneficial, and the company would call upon Anchor Advisors again in the future to help the company further grow its business.

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