Director of Sales Americas
Gerstel, GmbH, Mulheim de Ruhr, Germany
Parent Company Profile: A Scientific Laboratory Equipment / Analytical Instrumentation company with 160 employees.
Divisional Profile: GERSTEL, Inc., is the US division responsible for North, Central, and South American sales of GERSTEL GmbH products.
Responsibility Profile: Reporting to the President with full responsibility for all revenue generation activity, leading sales thru both direct and indirect sales channels, and the management of employees.
- Sales Transformation / Market Penetration / Culture Change: Recruited by the President to serve on the executive management team and lead sales growth. Investigation revealed deep discounting, which was ineffective; a chaotic sales organization with a lack of sales SOP, targeting, or market strategy; and an average industry decline of ~12%, all of which hindered recovery. Built and trained on SOP, CRM, forecasting, and customer reengagement. Replaced underperformers. Developed and led a customer penetration strategy. These efforts more than doubled quotes to new customers, increased accuracy of sales forecast & of ERP, improved close ratios by 27%, and delivered 17% higher gross profit.