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CASE STUDY - Gunning for Sales Promotion


CLIENT:Graybar, a billion-dollar electrical and communications equipment distributor

GOAL: Assist Graybar Sales Team in achieving their annual sales goals.

CHALLENGE: Create a sales incentive program enthusiastically embraced by the exclusively male sales force.

ACTION: Cavanaugh created a sales incentive program based on the theme “Top Gun” featuring merchandise and apparel that reflected the lifestyle of an Air Force jet fighter ‘Ace.’ The theme was eagerly embraced by the sales force resulting in three consecutive years of the company hitting sales growth goals.

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