How Becker Aviation Transformed their
Sales Strategy for B2C Market Expansion

32%

Growth in
Online Revenue

53%

Increase in New
Online Accounts

Training Video Series Hailed as Advancing
the Industry

Expanding Market Reach Required

a User-Centric Strategy

Becker Aviation wanted to be the Amazon of the ground
fueling industry, 
while maintaining its reputation for
personal customer service.

Becker Aviation is a national stocking distributor for products in the aviation ground fueling industry. With a catalog of over 750 products and strong partnerships with 16 leading original equipment manufacturers, Becker has emerged as one of the only companies of its kind to deliver service and training in the field for the products it sells. But with a small sales team and big growth goals, they needed a way to expand their footprint by building awareness of the Becker brand offering and manufacturers that they support.

Challenge

Adding eCommerce to a Traditional B2B Sales Process

Bales faced a significant challenge in scaling their sales efforts. Their high-touch sales process, which was essential for providing unique solutions and consultation for selecting the right coatings and finishes, placed a heavy demand on their lean business development team. The team was inundated with monthly quote requests and struggled with timely communication, making it imperative to optimize output without drastically expanding the team size.

The RC Solution

Using Technology to Enhance Customer Experience

Bales faced a significant challenge in scaling their sales efforts. Their high-touch sales process, which was essential for providing unique solutions and consultation for selecting the right coatings and finishes, placed a heavy demand on their lean business development team. The team was inundated with monthly quote requests and struggled with timely communication, making it imperative to optimize output without drastically expanding the team size.

Highlights

  • Funnel Initiatives Included:
    • Digital ads, SEO, industry publication ads, and events to build brand recognition
      and awareness.
    • Providing engaging content through social media, website updates, 
video series, and email newsletters helped nurture prospective buyers who showed interest.
    • Personalized outreach via LinkedIn to new customers after their first purchase.
    • Using lead generation tools like reverse IP look-up, in person meetings, sales collateral, and activation campaigns were leveraged to engage with top prospects.
    • A welcome shipping kit, new customer journey, and continued LinkedIn engagement support the post purchase experience with new customers.
    • Customer satisfaction surveys, training & support, customer appreciation initiatives, eCommerce emails, and conversion campaigns help support our retention objectives.
  • Key Digital Transformations:
    • Revamped Website for eCommerce: Red Caffeine redesigned Becker Aviation’s website with a focus on user experience, making it easy to navigate through product categories and manufacturer brands.
    • Better with Becker’ Video Series: Developed in conjunction with a key manufacturing partner, these videos expanded Becker Aviation’s outreach and solidified its position as a thought leader.

Building Market Value with a Diversified Sales Strategy

A Customer-Led Business Model

Becker Aviation’s digital transformation, led by Red Caffeine, has successfully positioned the company for significant growth in new markets. The new, user-friendly website, coupled with a strategic full-funnel sales approach, has enhanced customer engagement and improved their experience. Becker Aviation can now provide a seamless buying journey online just as it had offline. This strategic shift has set Becker Aviation on a path of sustainable growth and industry leadership.

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At the End of the Day,
It’s About the Work.

We help companies solve real world challenges and pursue growth opportunities. This is what it looks like.

We help companies solve real world challenges and pursue growth opportunities. This is what it looks like.

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