Case Study
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 build a direct-to-retailer book of business through a repeatable end-to-end sales.
Solution
The Selling Factory followed an end-to-end sales process to increase direct-to-retailer sales. The TSF team built lists of potential customers and reached out via email. Following up, TSF teams made phone calls to offer a free product sample to potential customers. After receiving the product, account executives called the prospective customer for feedback and to close them as a new retailer.
Outline Project Specifications
Go Through 3-Step Script Builder
Identify Talented Students
Coach Team for Performance
Deploy Team on Outbound Calls
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 (2019-2020)
- 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.
