TEG Case Study

Reducing Risk and Increasing Impact:

How TEG Risk and Magnify developed a new strategy for sales

For over a decade, world-class safety engineering consultancy TEG Risk has etched its mark at home here in New Zealand, further afar in Australia, and across the globe – working alongside manufacturers to make their workplace and industrial equipment safer.

But when big projects were getting in the way of generating sales, the company knew they needed to develop a new approach that would ensure their team would have work in the months to come.

The challenge of being too busy

TEG Risk have long been working with big industry players like PepsiCo and Fonterra, and providing consultancy services for machinery and hazardous substances. In late 2018, cofounder Hamish Baker got in touch with Magnify to up their impact and reach a wider audience.

Hamish knew TEG Risk were the best in New Zealand, with industry-leading training, credentials, standards, and tools. Alongside co-founder Ross Norgrove, Hamish’s 20 years of industry experience, training, and proven expertise in machine and safety engineering were more than enough to offer a comprehensive consulting service throughout the whole machine safety life cycle from risk assessment to validation. Unsurprisingly, this won them the vast majority of work they pitched for and a solid network of referrals.

The TEG Risk team were flat out, and there just wasn’t enough time in the day to invest in the sales tools that would progress them further. On the surface they were strong, but their sales processes were informal and simple, meaning that the development of new business was being neglected as a result.

The trigger came when they were facing the end of a large time-hungry project – and a future where the team would be without enough work. They needed to not just fill their pipeline, but reform their sales processes.

“I was running out of time; I wanted to grow the business,” says Hamish. “Bigger, doing more. It wasn’t going to happen without growth, and we needed more sales to achieve that.”

Helping TEG Risk focus on what they do best

Hamish contacted Mary at Magnify Consulting to overhaul (and in some cases create) their sales systems, CRM tools, and processes so that they could focus on delivery.

Because TEG Risk didn’t have a structured marketing or inbound sales process in place, and very little collateral, Magnify started the process of building a structured sales process by identifying their business needs, operations, and key metrics. From there, Magnify and the TEG Risk team talked about goals, service offerings, and buyer personas, trawling for where those golden opportunities lay hidden.

TEG Risk knew what kind of industry clients they wanted to target, but they needed a surgical approach to refine countless possible clients to a select few – and then present them with the right information to drive sales. This would help TEG Risk allocate resources most effectively; they could take advantage of Magnify’s skills without needing to bring on a full-time sales employee.

Magnify:
● Built sales collateral, including a sales email and conversation guidelines that would liven up otherwise cold B2B calls
● Developed a sales pipeline filter that could sort hundreds of potential opportunities into a handful of candidates with just a few clicks
● Freed up TEG Risk to build connections with clients, supported by trusted frameworks for sales.
● Provide monthly reports of the team’s sales growth
● Deliver sales visibility with TEG Risk’s CRM system and support the team to deliver further sales efficiencies

With no stone left unturned, TEG Risk’s sales pipeline was filling up – and their confidence in
the future of sales grew stronger, too. Hamish and the team almost couldn’t keep up with
the opportunities that began streaming into the pipeline!

In it for the long haul

“If it’s B2B, you need to persist,” explains Hamish. “It’s not just a three-month solution. New business development takes time. [Magnify] can certainly bring a lot to the sales process piece as well. It’s making sure you have good practices in place – that’s what they’ve been able to do” says Hamish.

The secret, Hamish admits, is in the empathy. He explains that there’s a real need to reach their clients – frequently other engineers – and simply connect with them as people. That’s been helped, he says, by Magnify’s ability to not only understand TEG Risk’s buyer personas, but also to free them up to have a conversation. Knowing that they have the processes working in the background to push sales forward and continually enhance their sales strategy means they can do what they do best: engineering, and building relationships.

For TEG Risk, their new sales process, CRM engagement, and growing collateral make their investment an undeniable success – and it’s inspired great confidence that their work will keep trending upward for a long time.

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