Pick the door opener: how one product line more than doubled monthly revenue

The situation

A UK process equipment supplier with a wide range of equipment.

A decision was made to lead with one product line, and we worked with the leadership team to build everything around it. Over an engagement of around ten months, average monthly revenue from pumps grew from around £40k to more than £100k.

What we did

1. The door opener: pumps. There are a lot of them installed, they work harder than anything else on site, and they're maintained and replaced more often than any other equipment. That makes them the natural way into a customer.

2. Rebuild the website. A complete rewrite with pumps at the centre, set up properly for search so the right buyers could find them.

3. Train the team on applications. Training on pumps and, more importantly, the problems they solve, building a library of application training, website pages and outbound communications.

4. Make stock the message. Holding stock of pumps was one of the biggest differentiators, so we made sure customers knew. Enquiries came in, and the team converted them on very short lead times.

5. Digitise the visit report. Sales engineers used to write a lengthy Word document after every visit, save it and email it in. The reports piled up at the support office for actioning on Friday, the office day. We digitised the process, cutting admin time in the field and in the office. Reports and actions now reached the office straight away, so quotes could go out within 8 business hours.

Why it worked

It pulled two of the four Profit Levers at once: more leads and a higher conversion rate, driven by stock availability and faster quoting. Along the way it upskilled the team and built the business's knowledge and credibility in pumps, and it led to orders for other equipment across the range.

The lesson: you don't have to promote everything at once. Lead with the product your customers buy most often, and let it earn you the wider conversation.

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