Overview:

Built Consumer Electronics / Office Superstore Niche from $0 to a Very Profitable $7 Million in Three Years through Proactive Selling and Getting Existing Manufacturers to Sponsor Us Into New Chains*:  Associate led effort to build this niche from scratch to approximately 25% of the merchandising company's sales.  Keys were being ready when the business came, starting with a small win and building form there (instead of trying to sell to the entire universe from day one).  By year three the merchandising company had enough of a reputation that it was invited to submit RFP's for Microsoft and HP.  (LC)

Additional Key Points:

1.  Associate identified all the target retail accounts and obtained store lists with addresses.  They went ahead and put them into their system so they were ready to cover immediately when an opportunity presented itself. 

2.  Associate found a person who had worked in the industry at a senior level and knew both the manufacturers and retailers.  Associate hired her to build the division.  Associate also cultivated some of the big distributors since they had relationships with both retailers and manufacturers.

3.  Associate used the first piece of business to build on.  Because they were performing well for the manufacturers, the manufacturers were willing to recommend and use them in other chains.

4.  Associate's team was also able to secure some business directly from the retailers.

5.  The key was being ready when the business came.  "We started with a win and built on it to expand outward rather than go after the entire universe from day one."

6.  It took about two years to build the business and within three years it was about $7 million, (25% of overall sales) and very profitable. 

7.  By year three, Associate's team had built enough of a reputation that it was invited to submit RFP's for Microsoft and HP.