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The leadership team at Newberry Tanks and Equipment clearly lives up to its motto “New Thinking.” By consistently thinking outside the box, Newberry’s management has provided its clients with what its VP of Sales calls “a complete solution.” That approach allows for revolutionary on-time delivery which saves customers time, money and aggravation. Newberry achieved that success by leading from the top, with the management team executing plans for technology upgrades, new products and program development with intention. The result - a boom in tank production and program participation which attracted new business and solidified existing clients.
Management didn’t hesitate to jump on innovative technology solutions. In 2024 they implemented a CRM platform to track quality issues and installed a new paint booth to enhance quality and efficiency. The improvements eliminated a bottleneck in the painting process and allowed Newberry to respond to quality issues faster, bolstering customer satisfaction.
Following through with a plan to expand production at its new facility, management completed the process by outfitting it to full capacity, doubling the number of functioning work cells and increasing staff by 21%. That allowed them to move 139% more tanks out the door to meet the growing demand for metal tanks nationwide.
This provided the perfect environment when a new client signed on after struggling to fulfill tank replacement projects for nearly three years because they had “not been readily available from our current supplier.” Newberry started delivering one month later and caught up with the backlog within six months, securing them as a long-term customer.
In another sign of “New Thinking,” Newberry managers created a “stocking” program after recognizing customers repeatedly ordered the same tanks. The Preferred Customer Program - PCP - predicts customer needs based on purchasing history and regularly keeps the tanks in stock. Through management’s stewardship, the program exploded in the last two years from 252 tanks to 435 and the number of customers skyrocketed, up 140%. Considerably more growth is expected as new customers have just signed on.
Management reacted quickly to meet another new customer’s needs by introducing new products. When Newberry landed a large national auto tire and lube service provider, the client suggested adding air compressors and air dryers to the products supplied. Newberry responded immediately and, recognizing the compressors serve as the lifeline powering much of the equipment they supply, extended the new products to others. Newberry VP of Sales said, “we realized all lube, and in fact, any customers would benefit.” That attitude sets Newberry managers apart. Management went even further by adding the new products to its “kitting” program, another recent enhancement, which packages necessary components with the tank, simplifying distribution, and reducing the customer’s costs – ultimately making Newberry a “one-stop-shop.” The new client was so satisfied with Newberry’s quick response that it signed on for the entire kitting program, increasing their initial investment from $20k in sales to $205k in the last year, with a projected $750k+ for 2025.
Newberry leadership also excels because they recognize the importance of investing in their own. The team created an Entrepreneurial Operating System - EOS - for managers to set goals and hold themselves accountable by giving them a personal stake in their work. In the last two years they rolled that program out beyond the executive team to additional departments and are in the process of extending it across all levels.
The Newberry leadership team stands out because they have a forward-thinking mentality and a proven record of carrying out that vision. Through deliberate planning, a willingness to innovate, by paying attention to their employees, listening to their customers and staying ahead of market trends, Newberry management has expertly guided the company’s success. The company increased and enhanced the overall quality of production and implemented programs that significantly improve convenience for customers, which ultimately boosted satisfaction, secured customer retention and added new business.
Nomination Title: Mayfield Consulting for Newberry Tanks: New Thinking Sets Newberry Management Apart
