Business

B i & IIndustry
d t
SUCCESS STORIES

SIMPLE. CLEAR. SOLUTIONS.

Contents
ƒ CASE STUDY
Boosting Sales through Cross-Selling | The Polar Companies

ƒ HOW-TO GUIDES
AV Operating Instructions | P&G Health Care Center

ƒ MARKETING MATERIALS
Acquisitions Package | WinWholesale Inc.

ƒ MARKETING & SELLING STRATEGY

The Magic Curve™ | Audio Visual Systems, Inc.

ƒ STRATEGIC ANALYSIS
Steel Briefs: Performance Benchmarks | Sight & Sound

ƒ STRATEGIC PLAN
Acquiring New Capacity | Sight & Sound

ƒ SUCCESS STORIES
Marketing Professional Services | Sandler Training

ƒ TRAINING PROGRAM
Lean Innovation | TechSolve, Inc.

ƒ TRAINING PROGRAM
Lean for the Machine | TechSolve, Inc.

ƒ TRAINING PACKAGE
A55 Delta Maintenance | Makino, Inc.

While each project typically involved multiple print, digital and/or

web components, only one image is shown.

Crossbridge Communications, LLC © 2010


Powerful Asset
Your tools provide a useful
framework for pinpointing the
challenge, and in your hands, they
become a powerful asset for turning
problems into solutions.
Charlie Puissegur
Vice President
The Polar Companies
Crossbridge Communications, LLC
CASE STUDY
Boosting Sales through Cross-Selling
The Polar Companies provide industrial cleaners, fluids and resource
management services to business and manufacturing. Its closed-loop
system reduces costs, improves reuse, and offers safe recycling and
disposal.
CHALLENGE
The company was losing revenue because salespeople were not
effectively selling the full range of industrial fluid management products
and services. The vice president had recognized the problem and was
seeking a simple, direct solution.
SOLUTION
We created a compact PowerPoint case study highlighting one customer
and one salesperson, whose cross-selling strategies and customer
responsiveness significantly increased sales. We also worked with the
general and sales managers to develop specific strategies for selling Polar
products and services.
RESULTS
First-year results boosted sales by $600,000, and in three years, cross-
selling was directly responsible for producing $1.8 million dollars in
revenue. The case study has been used to anchor a variety of sales
development sessions and explain the company’s fluid management
strategy to customers and stakeholders.
SIMPLE CLEAR SOLUTIONS © 2010

Valuable Asset
Your ability to present a
tremendous number of facts in a
concise manner and to totally
embrace our complex industry is
what makes you such a valuable
asset.
Scott Wills
Director of Engineering
Audio Visual Systems, Inc.
Crossbridge Communications, LLC
HOW-TO GUIDES
AV Operating Instructions for P&G
Audio Visual Systems, Inc. provides state-of-the-art AV equipment and
installation services to business, industry and government throughout
North America. They also operate a successful staging and event division
that provides audio, video and special effects services.
CHALLENGE
When AVS was selected to install state-of-the-art presentation systems
in the Procter & Gamble Health Care Research Center, they needed
effective user guides for the wide array of presentation, sound, satellite
and videoconferencing technologies throughout the facility.
SOLUTION
We designed a unifying strategy and model for a series of mini-guides.
We worked with the expert technical staff to develop clear descriptions
of all installed technology and create room-by-room mini-guides with
step-by-step instructions. All materials were targeted to the non-expert
AV user, so any P&G employee or visitor could readily access and use all
the available technologies to present, train, tape focus groups, etc.
RESULTS
The materials were described as so simple and clear, even new users
could operate the varied systems with complete confidence. The
appropriate mini-guides are in each AV-capable room, and master
copies are maintained in a central location.
SIMPLE CLEAR SOLUTIONS © 2010

Revenue Growth
WinWholesale has grown to more
than $2 billion in revenue, and
part of that growth was spurred
by the materials developed
by Crossbridge.
Jack Johnston
President
WinWholesale Inc.
Crossbridge Communications, LLC
MARKETING MATERIALS
Acquisitions Package
WinWholesale Inc. is a $2.6 billion business with more than 530
wholesale distributors in 40-plus states. It sells plumbing, heating, air-
conditioning, electrical, and similar materials and supplies to contractors
and other professional customers.
CHALLENGE
The goal was to develop an informative, persuasive brochure and series
of contact letters to introduce WinWholesale to select independent
industrial wholesalers who might want to join the WinWholesale family
of companies.
SOLUTION
We designed and created a brochure and a series of versatile contact and
follow-up letters to establish credibility, define the opportunity and
illustrate the process. All elements were flexible, easy to use and tailored
to fit into an expensive, pre-existing package.
RESULTS
During the first two and a half years of use, the materials helped identify
potential acquisitions and boosted revenues by more than $20 million.
SIMPLE CLEAR SOLUTIONS © 2010

Partnership in Action
You define partnership in action.
You have the wonderful ability to
let us do what we do best, while
quietly making sure we’re still
communicating with our clients
at their level, not ours.
Terry Friesenborg
General Manager
Audio Visual Systems, Inc.
Profitable & Competitive
As you worked with different teams,
I could see the change. They began
to raise the bar and hold themselves
to tougher standards. I have no
doubt the work you’ve done helped
make us more profitable and
competitive.
Judy Pickett
Finance Manager
Audio Visual Systems, Inc.
Crossbridge Communications, LLC
MARKETING & SELLING STRATEGY
The Magic Curve™
Audio Visual Systems, Inc. provides state-of-the-art AV equipment and
installation services to business, industry and government throughout
North America. They also operate a successful staging and event division
that provides audio, video and special effects services.
CHALLENGE
AVS had grown into one of the largest regional AV technology providers
and installers, and their staging and event division was in demand
throughout North America. The CEO and General Manager were
interested in figuring out a way to move to the next level by boosting
revenues and optimizing profits without adding real estate or workers.
SOLUTION
Using the Crossbridge Magic Curve™, we conducted a one-day session
with top leadership, management, sales and customer service personnel
to capture and analyze critical indicators. This information was used to
create a target analysis, redirect the marketing and sales strategies, and
create a detailed marketing plan, to be implemented over the next year.
RESULTS
The simple process was so effective all participants were able to provide
the required data and indicators without significant preparation. Higher
margin customers, products and services were clearly defined. All
salespeople were retained, but one or two were shifted to areas of
greater strength, and more emphasis was placed on effective customer
service. The strategy helped salespeople find and sell to a clearly defined
customer profile, and over the course of a year, roughly 80% of total
sales were shifted to higher-margin products and services.
SIMPLE CLEAR SOLUTIONS © 2010

Positioned to Compete
I wanted you to know we landed a
$1 million contract today. The
work you’ve done for us not
only contributed to this coup,
it’s what positioned us to
compete in the first place.
Jon Davis
President
Sight & Sound
Crossbridge Communications, LLC
STRATEGIC ANALYSIS
Performance Benchmarks & Strategies
Sight & Sound provides state-of-the-art AV equipment and installation
services to business, industry and government. Located in Jacksonville,
Florida, it also operates a successful staging and events function to
provide audio, video and special effects services.
CHALLENGE
The company faced a classic array of challenges. It was suffering from a
crisis-driven approach, lack of overall vision and strategic plan, lack of
sufficient personnel for day-to-day operations, low risk tolerance, and
erratic marketing and advertising. The CEO and president wanted to
stabilize the company and move to the next level, even if it meant
stepping outside their comfort zone.
SOLUTION
We conducted a no-holds-barred Steel Briefs strategic analysis to
benchmark marketing, advertising and public relations. We then
developed and helped implement a cohesive Strategic MAP for
Marketing, Advertising and Public Relations to boost recognition, image
and performance. Elements included a corporate brochure, logo
redesign, website restructure and cleanup, product and service sales
materials, targeted proposals for high-value business, customer contact
packages and newsletters, and ongoing PR and ad campaigns.
RESULTS
The concerted focus on solidifying foundations and then tackling growth
helped transform the company. It began to land long-term, high-dollar
contracts, many of which exceeded $1 million. It developed a reputation
for reliable, excellent technology, service and events. Within three years,
Sight & Sound had grown into a $3.5 million company.
SIMPLE CLEAR SOLUTIONS © 2010

Action & Results
You extract the right information,
distill it into something useful, and
help us translate that into action
and results. The outcome is always
the same — a truly great product
tailored to our business and
our goals.
Jon Davis
President/Owner
Sight & Sound Productions
Crossbridge Communications, LLC
STRATEGIC PLAN
Acquiring New Capacity
Sight & Sound Productions has grown into the premier provider of hotel
AV services in Jacksonville, Florida, and it operates a successful staging
and event production business unit that provides audio, video and
special effects services for corporate meetings and major events.
CHALLENGE
At the height of the recent recession, Sight & Sound was faced with a
unique opportunity. The owner of Mugwump Productions, another
events business, decided to retire. His company specialized in top-notch
props, 3D sculptures and décor. The Sight & Sound president needed a
practical, win-win plan for acquiring Mugwump to expand capacity.
SOLUTION
The president requested assistance in developing a cohesive strategy to
make the acquisition business case to his partner, the bank and
Mugwump. Together, we crafted a compact summary of each business
and their complementary products and services, shared core values and
acquisition advantages. We analyzed basic market indicators and
illustrated how Sight & Sound’s market share and future growth would
be jeopardized if Mugwump were purchased by a competitor.
RESULTS
The strategy was successful, and in February 2010, Sight & Sound
acquired Mugwump Productions. The acquisition expanded market
share, increased capital valuation, and enhanced the company’s capacity
to deliver front-to-back products and services to a wider range of
customers. Having a clear vision and strategic plan in hand helped
smooth the transition, and sales have met or exceeded pre-acquisition
projections.
SIMPLE CLEAR SOLUTIONS © 2010

Credibility & Results
The Success Stories have helped
establish credibility with clients old
and new, and they are an effective
way to emphasize the significant
results our training can help
produce.
Bob Chapman
Sandler Training
The Roger Wentworth Group
Crossbridge Communications, LLC
SUCCESS STORIES
Marketing Professional Services
The Roger Wentworth Group, Inc. is a Sandler Training group that
provides sales and leadership training to companies and individuals.
CHALLENGE
Bob Chapman is as an expert Sandler trainer and business success coach.
He had numerous success stories to share with existing and potential
clients, but he’d never taken time to develop them into active marketing
materials. He needed versatile print, digital and web content to
supplement an existing website and to use in varied settings, such as
one-on-one meetings and group presentations and events.
SOLUTION
The goal was to gradually build a flexible package of content-based
materials demonstrating Bob’s expertise and superb client results. We
designed a crisp template that complemented the website. We helped
define content suited to C-level prospects, captured examples, collected
results data, generated graphs, solicited endorsements and created an
interactive assessment. The evolving package includes:
ƒ Professional Snapshot – Bob Chapman credentials
ƒ Email Bulletin – Turn Challenges into Results
ƒ Success Indicators – What do Clients Say?
ƒ Self-Assessment – Top 12 Mistakes Professionals Make
ƒ Success Story – Impossible Task You Ask?
ƒ Success Story – Dickman Industrial & Electric Supply
RESULTS
Bob shapes the package to suit each audience and venue, and uses the
components in print, email and web-based formats. He can now
document significant bottom-line results approaching $30 million in
increased client revenues, and share client examples and testimonials
attributing their success to his coaching.
SIMPLE CLEAR SOLUTIONS © 2010

Multi-Million Dollar Impact
The leadership team identified a
design optimization with the
potential to cut costs by $3.3
million … and an action plan to
increase sales by $100 million
over 3-5 years …
Ken Bloemer, Ph.D.
Director of Innovation & Strategic Services
TechSolve, Inc..
Innovation Transfer
This same design refinement could
apply to 20 or more product lines,
with the potential to save $66
million or more …
Design Engineer
Xomox, Inc.
Crossbridge Communications, LLC
TRAINING PACKAGE
Lean Innovation
TechSolve, Inc. provides Lean engineering and process training and
consulting solutions to a range of industries, including
manufacturing, aircraft/defense, government and healthcare.
CHALLENGE
A team of expert consultants had been convened to develop a
hands-on new product development training program targeted to
industry and manufacturing. The goal was to have a testable
program in hand within eight weeks. The vice president
recognized this diverse team would require expert assistance in
capturing, conveying and illustrating their concepts, so he
contacted Crossbridge.
SOLUTION
We worked with consultant team to design, build and test a
comprehensive, hands-on activity-based instructional package
that incorporated critical problem-solving skills and practical
planning tools. All materials and activities were carefully
constructed to suit participants ranging from engineers to top
level decision makers.
RESULTS
During the Alpha Test alone, we identified significant product
improvements and untapped innovation opportunities. One
product refinement would save $3.3 million in production costs.
Even more powerful, this same refinement could be applied across
approximately 20 separate product lines, with the potential to
save $66 million. The innovation action plan had the potential to
increase revenues by $100 million. Similar results emerged each
time the program was offered.
SIMPLE CLEAR SOLUTIONS © 2010

$3 Million Impact
The Lean for the Machine program
you helped develop has cut cycle
time in half and removed about 67%
from production costs on average.
Revenues exceeded $3 million in the
first year and are ahead of
projection.
Pretty impressive results. We could
not have been nearly as successful
in so short an amount of time
without Crossbridge.
Mike Gugger
Director of Part Cost Reduction
TechSolve, Inc.
Crossbridge Communications, LLC
TRAINING PACKAGE
Lean for the Machine
TechSolve, Inc. provides Lean engineering and process training and
consulting solutions to a range of industries, including
manufacturing, aircraft/defense, government and healthcare.
CHALLENGE
A new business unit was created to focus on part cost reduction
strategies. The immediate challenge was to teach effective
methods for using a custom part production and manufacturing
analysis program, even though it was still undergoing revision.
SOLUTION
We worked with the business unit director and core team to
design, build and test a comprehensive, hands-on activity-based
instructional package that developed critical problem-solving skills
and incorporated the software. All materials and activities were
carefully constructed to suit participants ranging from engineers
to production supervisors, machine operators, part designers and
purchasing agents.
RESULTS
The program has helped manufacturers slash cycle times and
reduce production costs, and business unit earnings are ahead of
projection.
SIMPLE CLEAR SOLUTIONS © 2010

Success
The A55 training is a great success.
The training has gone beautifully,
the materials are outstanding, and
everyone agrees it’s been a
fantastic program.
Barbara Burns
Director of Technology Transfer
Makino, Inc.
Crossbridge Communications, LLC
TRAINING PROGRAM
A55 Delta Maintenance
Makino is a global manufacturer of high speed horizontal and
vertical machining centers and Ram and Wire EDM machines. It
provides turnkey and stand alone solutions.
CHALLENGE
Makino customers were experiencing difficulties with the A55
Delta 5-axis machining center, because in-plant maintenance
personnel lacked the specific skills essential to maintaining the
machine and refining its multi-axis parameters.
SOLUTION
We worked with the expert Makino engineering, maintenance and
training team to design and implement an intensive five-day
training program using the AIM Center’s competency-based
training model. The training program went through extensive
Alpha and Beta tests and rigorous participant and instructor
assessments.
RESULTS
The program helped manufacturing maintenance personnel
successfully pinpoint, evaluate and fix machining center problems,
conduct routine maintenance, and calibrate the five-axis
parameters to improve performance and reduce machine
downtime.
SIMPLE CLEAR SOLUTIONS © 2010
SIMPLE. CLEAR. SOLUTIONS.
www.crossbridge1.com
937.299.6489