Manufacturing - Capital Equipment

SALT Marketing works with businesses selling larger capital assets in several industries including labeling, packaging, meat processing, metal fabrication and printing. While the capital equipment varies widely, there are commonalities in the selling process that remain universally true. SALT works with Capital Equipment Suppliers who provide quality products that result in problems being solved and ROI for the end user. Ultimately, SALT is looking to work with clients with a proven process and scalability - when we get you to RFQ, we need you to win.

With Capital Equipment, SALT understands that the relationship we create on your behalf is critical to the sale. We’re frequently hunting targets with multiple stakeholders, CAPX budgeting processes, and competitive bids against viable competitors. As a dedicated hunting team, SALT understands the complexity and lengthy sales cycles involved in selling Capital Equipment. In order to be successful, we aim to work with the best suppliers who win when we bring you to the table.

“We’re selling capital equipment to a large geographic market with a small team. It’s not unusual for campaigns to exceed 6 to 9 months and the sales process is intensive. It’s a challenge for our sales team to continue high quality prospecting and relationship nurturing at the level that’s needed. Not only does SALT maintain a consistent nurturing and prospecting tempo but they’ve learned our business and represent us very well.”

- Vice President, Marketing - $3.4B Asian Equipment Supplier

Client Capabilities

• Commercial Printers, Meat Packaging, Metal Folding
• Dedicated Regional Sales Teams
• Large Corporate Marketing Programs
• Creative Financing Solutions
• Extensive Marketing Collateral
• Established Brand Awareness
• Trade Show Marketing with SALT Support
• On-site Demo Centers

Frequently Asked Questions

Our sales cycle is incredibly long and complicated. How can SALT help?

SALT Marketing understands the time it takes to get a CAPX deal to the closing table. Our process is limited in our ability to shorten the sales cycle. When we support Capital Equipment Suppliers, SALT takes the brand name to the market and strengthens the pipeline by loading more into the top. This way, your sales team is working a higher number of deals. SALT also nurtures relationships where the prospect is qualified, but the timing isn’t right - allowing your sales team to focus on hotter deals.

Our product is extremely complicated, how can SALT possibly learn it?

SALT is engaged by a number of extremely complicated and technical products and services. We’re skilled at learning quickly. In our process, advanced technical questions are a buying signal. If a conversation is beyond our ability, we simply remind the prospect that our role is to identify opportunities. We use this as a transition to bring in your technical team for an introduction.

We don’t have a target list. Can SALT help us to identify ideal customers to call on?

Yes, SALT subscribes to industry leading data sources and has an internal database of 6 million contacts. We build our target lists based on industry, geography, size, and other factors determined in onboarding.

Who owns the contacts and the data as a result of the engagement?

As the client, you hire SALT for time, talent and process. We work on your behalf using your brand name to gain entry to new customers. While we track and have access to the data through the engagement, you own everything we gather on your behalf.

We have an existing internal sales team, can SALT still help us?

As we dig deeper into internal sales teams we often find they are fairly technical staff - sometimes former engineers. These teams frequently work within the existing book of business and lack the personality and process for prospecting. SALT would argue that we have the time and process to serve as the dedicated hunting team. You benefit from the specialization of tasks by keeping your technical sales staff focused on higher value activities.

Examples of Success

• Opportunities Identified
• Typical Process
• Success Story

Client Discovery

SALT hold a series of on-boarding calls to become a seamless extension of your team—to accurately represent your business.

List Building

Qualified, dedicated humans at SALT use their expertise and knowledge of world class tools to create a custom prospect list.

Account Qualification

Leads are qualified based on how good of a match they are for you.

Contact Verification

SALT finds the right people—the decision makers. We obtain contacts, email addresses, and phone numbers.

Nurturing Relationship

We nurture the contacts, building trust using your brand over time. Regardless of interest, we nurture relationships within qualified accounts.

Opportunity Identification

Hand-off takes the form of a call, face-to-face meeting or webinar. During this, we set up the QFTA - Qualified First Time Appointment.

SALT was engaged by an offshore manufacturer of Commercial Printing Capital Assets. While the company had established brand awareness in Commercial Printing, they lacked awareness and branding within certain sub categories of printing, such as labels and packaging.

SALT worked with the regional sales reps to understand the types of targets where awareness needed attention. SALT worked with the team to develop a target list of nearly 3,000 companies throughout North America. As SALT began outreach, we learned many of the targets had some awareness of the brand, but not the capabilities within the sub industry. SALT began to set appointments with Presidents and Owners on the target list for the regional sales reps. SALT also maintained a frequent nurture cadence with targets where the timing wasn’t yet right.

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