TORRANCE, Calif .– (BUSINESS WIRE) –California Manufacturing Technology Consulting® (CMTC) engaged with Conduct of action two years ago to help them develop a formal sales training program. Since then, continued strategic discussions and collaborative efforts between CMTC and Action Duct have led to a series of commitments in human resources, sales, business strategy and digital marketing, resulting in substantial business growth for Action. Duct.
Conduct of action was founded in 1978 with the goal of providing kitchen duct and exhaust cleaning services to restaurants and other businesses. Now Action Duct’s services have expanded from duct cleaning to a full range of offerings including COVID-19 cleaning and disinfection, silo cleaning, industrial furnace cleaning, duct sealing. Aeroseal, pressure and pressure washing services, and more.
When Conduct of actionThe sales efforts failed to produce the desired revenue and the sales team’s turnover began to increase, Action Duct turned to CMTC to help them develop a structured and strategic process and tools to drive new hire and sales success. The approach included recruitment advice, assessment and selection of a psychometric / personality testing tool to help select potential employees, and harassment prevention training for all Action Duct employees. This project led to the hiring of a department manager, stronger recruitment practices and a stronger corporate culture. Once the hiring practices were formalized and the arrival of new employees on board, the CMTC and Action Duct developed models and tools for employee onboarding and sales training, which are still used by the company today for new hires and continuing education.
Conduct of action then rehired the CMTC to help increase inbound leads to their website. The CMTC conducted a digital marketing audit and identified key opportunities to help Action Duct using a step-by-step approach to increase SEO and Google rankings for the Action Duct site and ultimately optimize their digital marketing efforts. From there, another opportunity was quickly recognized: creating new content to promote specific services and reformatting the website to further increase targeted website traffic and customer acquisition for all Action Duct sites.
Conduct of actionJessica Rivas, Director of Sales and Marketing, remembers when the impact of CMTC’s marketing support kicked in: “From Sunday evening to Monday morning, we received 92 leads from our website. We thought it was a mistake, but it wasn’t!
With the assistance of the CMTC, Conduct of action estimates a 65% increase in high quality internet leads. The overall nature of CMTC’s work with Action Duct also resulted in an estimated increase of $ 500,000 in sales and $ 500,000 in retained sales. Action Duct attributes part of their retention to CMTC’s marketing, training and human resources consulting services, and expects job increases over the coming months. Finally, Action Duct estimates costs and cost savings of $ 250,000 based on CMTC contributions.
About California Manufacturing Technology Consulting® (CMTC)
Founded in 1992, California Manufacturing Technology Consulting® (CMTC) is a private, not-for-profit organization that provides technical assistance, workforce development, and consulting services to small and medium-sized manufacturers in the State of California. The CMTC operates as part of a nationwide network through a cooperative arrangement between the Hollings Manufacturing Extension Partnership (MEP) of the National Institute of Standards and Technology (NIST) of the United States Department of Commerce in the State of California .