Affinis Modernizes Sales and Marketing Approach - Delmar® | Uncommon Growth

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About Affinis^®

Affinis is an all American made company that presents a premium assortment of commercial food service products. Included in the group are companies that provide the highest quality products in each of their respective niches. Their companies include SecoSelect—a line of restaurant serving equipment, and SaniServ—which serves frozen dairy and beverage products.

THE OPPORTUNITY

A number of years ago, Affinis^® began experiencing declining top-line revenue. At the time, the economy was in a slump and the sales team would point to the economic downturn as the reason for not reaching company revenue goals.

As they doubled down on their efforts, Affinis^® invested heavily in industry trade shows. While their sales team would come home with a number of leads, they could never attribute a single dollar of revenue to their investment.

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THE ANSWER

About this time, Bob was introduced by a trusted advisor to Delmar^®, a growth agency focused on helping organizations think differently about growing revenue. After an introductory meeting, Delmar^® invested in learning about Affinis’^® unique business situation, opportunities, and challenges. Following that meeting, Delmar^® sketched out a strategy centered around completely modernizing Affinis’^® approach to sales. In addition, Delmar^® was highly confident that they could shrink Affinis’^® “black hole” and help reconnect them to the market.

The strategy that Delmar^® proposed included standardizing their sales processes, aligning marketing efforts with sales initiatives, implementing HubSpot’s CRM, Sales, Marketing Growth Stack, and closely measuring the impact of these efforts every step of the way.

Bob was hesitant at first, “I talked with a number of other companies attempting to implement a Customer Relationship Management (CRM) system and heard the horror stories they experienced along the way. However, because of Delmar’s^® reputation and their genuine dedication to our success, I committed to working with them to modernize the way Affinis^® goes to market.”

2023 NAFEM Convention

NAFEM, located in Orlando, FL, attracts qualified foodservice equipment and supplies buyers and is a powerful marketing opportunity for exhibitors.

Affinis^® has seen a lot of success in past years, and now they have had the opportunity to showcase their product at the esteemed NAFEM convention. It is an excellent opportunity to gain further recognition and acquire potential customers.

Check out the gallery below of the 2023 NAFEM convention and see how Delmar’s^® signage for Affinis^® brought the products to life and helped them make a more powerful statement.

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“If your organization is focused on growth, you should start working with Delmar today. I’m confident that they will roll up their sleeves, help you develop a strategy and work with you in the trenches (like they continue to work with us) until you have modernized the way your organization goes to market.”

Bob McAfee

Affinis® President