Columbus McKinnon Adopts New Sales Approach to Better Serve Customers

Columbus McKinnon, Amherst, N.Y., a leading designer, manufacturer and marketer of material handling products, announces a new marketing and sales approach to consolidate all the hoist and rigging products and brands into one sales force. The company’s popular brands, such as CM, Yale, Chester, Coffing, Budgit, and Little Mule will continue to serve North America, however, now each channel sales manager will have access to a complete portfolio of products, regardless of brand. This enables the sales managers to develop the best solution for the user, no matter which brand is initially specified.

“One of the many strengths of Columbus McKinnon is the wide range of products and services that we offer to help our customers lift, position or secure materials,” said Gene Buer, vice president of hoist products for the Americas. “By permitting our channel sales managers to have access to this extensive range without regard to brand allows the sales managers tremendous flexibility as they develop material handling solutions in the market.”

“The portfolio now includes hoists, rigging products, jib cranes and enclosed track systems, virtually everything that is needed for a complete material-handling system,” said Chuck Giesige, vice president of rigging products for the Americas. “No other company in the industry offers such a comprehensive package.”

In addition to a much broader portfolio, channel sales managers will now receive support from many areas to assist in their sales and training efforts. Area sales managers with superior expertise in specific lines such as rigging products or crane systems will offer in-depth assistance and training. Business development managers will also work closely with users in select vertical markets in order to better understand their specific needs and relay these needs to the channel sales managers and distributors. The changes reflect the organization’s efforts to consistently meet the needs of the end user while working in tandem with its extensive network of channel partners to promote the many products and services of the company.