Advice from a Successful Sales Representative who has reaped the Rewards of Online Marketing!
Interview with Adriano Messina
Sales and Business Development
BM&M Screening Solutions
What is the business focus of BM&M Screening Solutions?
BM&M has been in business since 1968. We manufacture high-speed, gyratory equipment used by industry to screen and size commodities. I currently manage Canada’s Western provinces for BM&M with literally hundreds of installed machines and thousands of customers, so the power of online marketing, to maintain relationships, educate, entertain and keep top-of-mind awareness is priceless.
How have your CLIENTS benefited from your email marketing?
My clients have told me they really benefit from the maintenance and safety tip articles. Major projects and new product developments are linked to our website, which receives a spike when those are featured. But really the bottom line is they tell me that contacting me (or BM&M), just feels much easier – and that’s worth it to me.
How has your COMPANY benefited from your email marketing?
BM&M has used this newsletter to further our reputation as an industry leader. The increased brand recognition helps us to create and maintain customer relationships and to generate leads via analytic tracking and follow-up. It has helped our bottom line with a dramatic increase in spare part sales. Parts sales (unlike machines), requires much more periodic reminding of where to get them, who to call…etc. My newsletter is effectively making 600+ parts sales calls every two months (3,600 per year). Very powerful stuff!
What is your advice to entrepreneurs starting an email marketing program?
I would say don’t be afraid to ask for help. I started with a professional consultation with eXtra Contact, and they really know their stuff when it comes to online marketing. It was very beneficial to develop a strategic marketing plan and to have ongoing support to stay on track. One thing I’ve learned over the years is that sales results don’t happen overnight, a serious sales professional must make a commitment to the long-term process to yield outstanding results.
