10 sales Tips: How CEAVCO Audio Visual Generated $2 Million

Improving Sales Performance Growth Case Study:
10 Sales Tips that helped CEAVCO overhaul their messaging, align their sales organization and boost revenue with The Carruthers Group
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When Matt Emerson inherited the leadership of CEAVCO Audio Visual from his father, he knew he was at the helm of a company that had a solid reputation. CEAVCO had been providing innovative audio, visual and creative services for events for more than 50 years. And they had a stellar retention rate — a cache of dedicated clients that partnered with them year after year. So, why weren’t they closing new deals?

Well, a lot can change in 50 years, especially in an industry that thrives on the cutting edge. CEAVCO had built its business renting A/V equipment and had moved into curating live events. As event planners began to seek creative partners, CEAVCO began to search for ways to differentiate themselves in the event space.

Emerson needed to help his team adapt to this growing market. But, their sales processes, their messaging and their proposal strategy were all rooted in old school tactics. Embedded in the way things had been done for decades and focused on daily business needs, it was a challenge for Emerson to step back and see just how to find a new path.

So, CEAVCO partnered with The Carruthers Group, a consulting firm dedicated to helping businesses expand revenue through intentional sales design. With The Carruthers Group, CEAVCO was able to modernize its sales processes, align on value and messaging, and grow revenue by $2 million. In fact, CEAVCO has seen 20 percent revenue growth in the first half of 2017 alone.

Want to know how they did it? Here are 10 actionable sales tips from the Carruthers & CEAVCO playbook.

Top 10 Sales Tips

1. Align your team on your value and messaging to speed sales cycle. [Worksheet downloads]
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2. Make your sales meetings fun and useful with these two sales meeting structures.
   
   
3. Create a stronger sales organization and expand team knowledge by sharing case studies and client stories.
   
   
4. Close more of your best customers by defining your target audience as a team. [Worksheet download]
   
   
5. Improve time-to-close with this lead bucketing technique.
   
   
6. Elevate your brand and land right-fit clients by shifting from transactional selling to solution selling.
   
   
7. Generate more referrals by teaching your team these simple tactics.
   
   
8. Win new business more consistently with flexible, in-depth proposal templates.
   
   
9. Close new deals by showcasing your current client work.
   
   
10. Leave the status quo behind and break through growth plateaus using outside consultants.

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