The Selling Factory

Case Study: Stealth Operator

Stealth Operator

Stealth Operator provides innovative armor and safety products for first responders and the general public. Guided by the principle that safety is an inherent right, Stealth Operator offers high quality, customized gear and products that combine innovative, proven design and practical, everyday ease-of-use.

Challenge

Over 95% of Stealth Operator multi-fit holster sales were to 4 primary distributors. Stealth Operator wanted to diversify its sales channels so that its revenue would not rely solely on these 4 large clients. Stealth Operator hired The Selling Factory to build a direct-to-retailer sales channel in the sporting and outdoors industry, without disrupting their current relationships with sporting and outdoors distributors.

Goal

To develop a repeatable end-to-end sales process to establish predictable, recurring revenue by building a direct to retailer book of business. 

Solution

The Selling Factory established the end-to-end sales process for direct to retailer sales. This began with our intern team prospecting lists of potential customers and reaching out via email engagement. Following up, intern teams launched a product-sample campaign by making phone calls to offer a free product sample to potential customers. After receiving the product, intern account executives called the prospective customer for feedback and to close them as a new retailer. Beyond these roles, The Selling Factory leadership team supported the Stealth Operator in the development of the pricing strategy, as well as the creation of the order process and account management resale process.

Research and build
prospecting lists

Engage in Email and
Phone Outreach

Present Product Lines
to Prospects

Close Business

Results

2018-2019

  • Generated 10,000 new leads
  • Developed the direct-to-retailer sales process while
    maintaining strong relationships with distributors
  • Boosted direct to dealer customers by 800% over 20 months
  • Improved direct to dealer annual revenue by 1,100%

Year Over Year Growth 2019 to 2020

  • 104% increase in new dealer acquisition
  • 494% increase in the number of re-orders
  • 639% increase in direct-to-retailer revenue

Testimonial

“For a team that was not steeped in our business’ culture and hadn’t been working with our product for years, coming in as our front-line experts was a tall order. However, their approach, their experience, and their level of commitment have grown our direct-to-retailer relationship count by 400% this past year. And those numbers continue to grow!” – Tracy Shank, Marketing Director at Stealth Operator

Client Success

Carter’s Country Store is a multi-location farm store retailer in Texas. Our team navigated gatekeepers and were able to connect with their sporting goods buyer. They communicated the features and benefits of the Stealth Operator multi-fit holster, motivated the buyer to agree to receive a sample, and collected a contact email address and direct phone number for further communication with the buyer. After the sample was received and tested by the buyer, our Account Executive set up a time with the Carter’s Country Store sporting goods buyer to receive feedback on the product and close the sale. During this call, the account executive was able to communicate how the universal aspects of the holster could help them cut down on overall holster inventory and benefits their customers. The buyer agreed to stock our holsters in all of their locations, and since their initial order have been actively placing re-orders monthly.

Kira Baker

Campaign Manager

Kira is a recent graduate from the University of Florida where she received her Master of Science in Entrepreneurship. She is passionate about helping businesses grow and connecting with new people. Some of her hobbies include traveling and hiking. She hope to visit all of the National Parks one day!

kira@thesellingfactory.com

Jared Glosser

Vice President

After graduating from UF in 2014 with a B.A. in history, Jared started his professional career Fundraising for a non-partisan political lobby in South Florida. In 2016, Jared moved back to Gainesville to work for a non-profit, recruit students for international travel opportunities, and pursue his MBA at UF. Jared has been with The Selling Factory since 2019 focusing on operations, client onboarding, and client success.

jared@thesellingfactory.com

Ian Massenburg

Chief Operating Officer

A graduate of University of Florida (B.A. 2001), Ian Massenburg brings over 18 years of sales executive and sales management experience to The Selling Factory. Before coming on-board, Ian worked alongside Brad at Infinite Energy, and then spent his next 3 years as VP of Partnerships selling SaaS products B2B. Ian brings his vast knowledge and experience to the team and to our partner companies served.

ian@thesellingfactory.com

Damien Paulk

Campaign Manager

Damien is a University of Florida graduate that recently joined the team full time after working as a Sales Development Intern for one year. As a Campaign Manager, Damien looks forward to contributing to the growth and success of The Selling Factory. When Damien is not at work he enjoys exploring Gainesville with his girlfriend and dog or watching the Gators dominate college football.

damien@thesellingfactory.com

Brendan Viehman

Campaign Manager

Brendan graduated from Liberty University with a Bachelor of Science in Business Administration and Project Management. For the past 5 years, he has enjoyed working with blockchain technology and cryptocurrency development. In his free time, he surfs and makes personal finance videos for his YouTube channel.

brendan@thesellingfactory.com

Savannah Howard

Campaign Manager

A graduate from the University of Florida’s College of Journalism and Communications, Savannah obtained her Bachelor of Science in public relations with a concentration in French. After almost two years as a sales development intern for The Selling Factory, she joined the leadership team in 2021 taking on the role of Campaign Manager. In her free time, Savannah enjoys going to concerts and festivals and cooking for her friends and family.

savannah@thesellingfactory.com

Zack Kampf

Campaign Manager

Zack is a creative technologist with experience in advertising, event planning, and game design. He started as an SDR in 2018 and has been with TSF ever since. Upon graduating UF in 2019 he became a campaign manager and is currently seeking a master's degree from NYU. In his spare time, you can find him at the intersection of Art & Technology!

zack@thesellingfactory.com

Josiah Blakemore

Campaign Manager

Josiah has over 8 years of sales experience, worked with Brad and Ian at Infinite Energy, and also spent time selling SaaS as Director of Partnerships at SharpSpring. He’s always been very competitive and has a love for sports and games. He enjoys solving problems and coaching team members to do the same!

josiah@thesellingfactory.com

Sue-Ming Frauenhofer

Marketing Manager

Sue-Ming received both her B.S. in Psychology and M.S. in Management from The University of Florida. As a student, she led a psychology research lab on goal achievement and life satisfaction and took on multiple roles while interning at The Selling Factory, including sales development, marketing, and recruiting, eventually leading to her current role as Marketing Manager. Through her creative and methodical vision, she engages both students and entrepreneurs to help them find their version of success.

sueming@thesellingfactory.com

Adam Grossman

Chief Development Officer

Adam is an ordained rabbi, who has founded multiple ventures focused on workforce development. Hired as CEO by a failing non-profit, in over 5 years, his ingenuity saved the organization, which led Slingshotfund.org to recognize it as one of North America’s most innovative Jewish non-profits. His expertise to identify, cultivate, and on-board talent ensures our student teams meet our partners’ needs.

adam@thesellingfactory.com

Brad Gamble

Chief Executive Officer

After graduating from UF in 1999 with a B.S.B.A, Brad Gamble has dedicated himself to sales management, branding, coaching, and building companies. He served as the VP of Sales & Marketing for Infinite Energy until 2014, when he founded The Selling Factory. He has dedicated himself to teaching critical skills to tomorrow’s leaders, and helping companies achieve sales success and revenue growth.

brad@thesellingfactory.com