Raymond is the North American leader in electric lift trucks.
Charles Pascarelli, President, Sales and Marketing Division
Timothy Combs, Vice President, Sales
David Furman, Vice President, Marketing
The Raymond Company operates through 21 dealers across the U.S. and Canada—each with its own unique culture and sales team. As Raymond sought to increase its share of the market, it found little consistency of message or sales approach across the dealer network.
Regaining market share from top competitor.
Raymond consistently found itself neck-and-neck with its nearest competitor, and it was getting increasingly difficult to maintain its market position.
Increasing margins in a hyper-competitive market space.
While growing market share was difficult, it could still be accomplished by selling equipment at a low margin. But, Raymond needed to grow market share while also improving margins. This would require a major transformation.
Accelerating the shift from “lift-truck company” to “solutions provider.”
To achieve the first two objectives, the leadership at Raymond understood it would have to adopt a very different approach to selling—and the change would have to be embraced across the entire dealer network.
“There were three aspects to the program for moving our team to a solutions provider orientation: 1) Getting everybody speaking the same language in front of the customer and talking about the customer’s business. 2) Aligning around how we’re managing our accounts and sales cycles. 3) Adopting a common framework for how we coach and lead our salespeople.”
DAVID FURMAN, RAYMOND VICE PRESIDENT, MARKETING
DSG worked with Raymond to enable the development of the CORE (Creating One Raymond Enterprise) Program--a sales transformation approach focused on three areas:
“We have a partnership with DSG. We started out having a transactional relationship, and it’s developed into a real partnership. As long as I’m at the Raymond Corporation and DSG is still in business, they are an extension of our culture.”
CHUCK PASCARELLI, RAMOND PRESIDENT, SALES & MARKETING DIVISION
Specific contributions by DSG that accelerated the transformation at Raymond:
“Last year, we had our most profitable year ever and we also created the highest market share ever. The DSG program was a key contributor to this success through the structure and the processes and the "Recipe Books" we implemented in collaboration with their team.”
Raymond achieved its dual objectives of increased market share and increased margins this last fiscal year—enjoying record market share and record profitability. With growth of almost 25%, Raymond credits the sales transformation initiative as a key ingredient to the company’s success. Beyond the quantitative achievements, the diverse dealer teams are now united as allies as well as advocates for the larger enterprise. Most of all, the sales transformation program established the criticality of a very specific priority – developing new relationships. New relationships have become a rallying cry for the organization and provide the foundation for future growth and profitability.
“When we look at the return on investment for the DSG program, it’s worth its weight in gold. Every time a sales person in our business develops a relationship with a new customer or sells deeper into an existing account, of course we see increased business and profit. But the real, long-term value is all the recurring revenue that is created as an annuity based on those new accounts and stronger relationships.”
JOHN CROCE, CEO OF ABEL WOMACK (RAYMOND DISTRIBUTOR)