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Company: ESAB Welding & Cutting, Florence, SC
Company Description: ESAB Welding & Cutting is the world leader in welding and cutting technology. Founded in 1904, ESAB holds over 300 worldwide patents that have revolutionized metal fabrication markets. From the first flux coated electrodes to the original patent for plasma cutting, ESAB maintains it's leadership position through the core values of innovation and superior customer service.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Sales Turnaround of the Year

Nomination Title: ESAB Cutting is equal to more than the sum of it's parts

Tell the story about how your organization has improved its sales performance since the beginning of July 2011 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

ESAB's Cutting equipment sales had declined steadily for the past 5 years from over $50 million to under $15 million in 2011. New management began in December of 2011 and set a goal of $17 million in sales for 2012. This was soundly laughed at by the entire organization.

The Sales Team was a disjointed collection of lone rangers, who barely spoke to each other. Immediately we instituted weekly sales reporting system and weekly conference call. The sole purpose was to build a team. The weekly report served as the agenda for the conference call.

Each week we celebrated every sales success, individually recognizing the Salesman and their accomplishment. Questions were asked about the sales process, why the customer chose ESAB, what competition was involved and how the deal was closed. We then tracked all the new projects expected to close in the 30 day pipeline and how corporate could help in closing them. We tracked quote activity and Face to Face customer visits.

The final area of reporting and discussion involved Voice of the Customer Issues, broken down into Outstanding Field Issues, Competitor Information, and Key account activity.
There was a great deal of reluctance in both reporting and participation in the sales call with grumblings of "nothing ever changes" and "we've done this before". Admittedly the first few calls were nothing but gripe sessions and it was a difficult task to keep them positive.

However slowly, information began to be shared. Successful outcomes were analyzed for tactics, problem areas were discussed, upper management had visibility of problems and could generate solutions, and a bond began to form between the team members. They actually asked each other questions and shared expertise. They attacked common problems and reviewed sales arguments that worked. A whole sales process was developed so newer reps could quickly get up to speed.

Over the first 6 months progress was slow but eventually their common problems and common strategies became a bonding point giving the team a great sense of comradery that hadn't existed before. There was less of the lone ranger mentality and they began to function as a team, helping each other sharing best practices and even collaborating on projects that straddled territory boundaries.

By the end of the 3rd quarter, we surpassed the year end goal for cutting and no one in the company was laughing about the goal anymore. We developed sales contests that spurred good natured competition between the reps but more importantly they banded together to make sure Cutting Equipment sales was the fastest growing division in the company. That common goal, and an "us against them" mentality cemented the team's bond and sales successes.

By building a solid team the same group of people exceeded their 2012 sales target by close to 30% and led the world in growth and gross margin. All proving that ESAB Cutting was equal to more than the sum of its parts.

Provide a brief (up to 100 words) biography about the leader(s) of the nominated sales organization:

Dave Maxham became Vice President of ESAB Cutting Technology Sales in December 2012. With over 30 years experience in sales and sales management, Dave has built highly successful sales teams on 4 continents. With a passion for teaching, coaching and mentoring he builds technical sales professionals while finding companies top notch sales talent and developing them into high performing teams. His knack for creating and evangelizing new products into wider markets, identifying and seizing opportunities for increasing market share, and driving competitive advantage and profitability, helps companies answer two fundamental questions, Where do we play? and How do we win?