Caterpillar generates significant new business with VerticalXchange

Dustin Johansen, the National Accounts Manager from Caterpillar attended DairyXchange, to target new sales from a group of some of the Country’s largest producers. “We liked the idea of being able to see so many large producers in one location” said Johansen. “We focused our time and energy on meeting with operations that were not existing customers, were in key geographic locations, and fit with our dealer network.”

“When we chose our list of producers to meet with, we involved both our dealer network and Caterpillar field reps in our decision making process”. Caterpillar knew that one of their strengths with large producers was their vast dealer network, and their ability to properly service their customers”.

“Unlike a tradeshow, the DairyXchange (DX) format allowed us to prepare for each meeting, and to have in-depth discussions with 9 key new accounts, and focus our discussions on what the customer wanted to cover. It was also important for us to have our equipment nearby (in the parking area of the resort) so we could conduct walk arounds, allowing the producers to see the features and benefits, and compare the CAT product with their existing equipment”.

Caterpillar approached DX with the idea that they would help their dealer network and their field reps close some business. “There was a large producer from Michigan, who had been in touch with our dealer, but had not purchased any of our equipment. The fact he could meet with the Caterpillar senior team and know we were working closely with his local dealer seemed to make a big difference. He ended up purchasing loaders for his operation”.

“There was a large operation from another state that up until DX had not been engaging with our local dealer. As a direct result of our DX meeting, he is now a customer of that particular dealer. The team approach proved to be very successful, and made the sale happen for Caterpillar and our dealer network”.

“All in all we are looking at very tangible results We got a great return on our investment, and plan on being there again this year for further sales opportunities, and customer development. The results speak for themselves, and we transacted business.”

DairyXchangeJuli Patty