Seek out, retain, and train independent sales representatives (at a 10-percent commission rate) to cover the territory of Illinois and Iowa, which will increase customer base by 120 percent.
Purchase CAD/CAM design system . Customer research indicates it is important to return quote requests promptly. Current average turnaround time is ten days. PlasticMaker will cut this time to five days by purchasing a CAD/CAM design system and using computer-dedicated fax lines to return quote requests promptly.
Hold annual sales meeting . The additional sales representatives require training and a sense of "team spirit."
Develop new brochure . Feedback from the field indicates a need for a more detailed brochure that can be used as a direct mailing prior to a sales call, a "leave behind" at the sales call, or as a follow-up to a customer contact.
Obtain magazine reprints . Use high-quality reprints of company's trade journal advertisements for distribution by sales representatives, in mailings, and at trade shows.
Publicity. The company will use its public relations agency to develop articles of interest to the industry while portraying the firm in a positive light. Emphasis will be placed on publications in the Midwest, particularly in Illinois, Iowa, and Wisconsin.
Direct mailing. Purchase prospective customer mailing lists targeting by ZIP Code (Illinois, Iowa), Standard Industry Classification (SIC) code, and sales (over $10 million but less than $1 billion). Develop mailing designed to attract 5 percent or better prospect inquiries, of which 15 percent will become customers. Provide lists to sales representatives and notify them which portion of the list will be mailed and when.