Sales Manager

DALE A. POTTER

**** ******** ***** ** 616-***-****

Kentwood, Michigan 49508 acavrk@r.postjobfree.com

CAREER SUMMARY

A sales and marketing professional with an entrepreneurial drive and proven experience to take the

market share of products at both large and small companies from a low percentage to an industry leader

with exceptional profit margins. Excellent team leader with dynamic and persuasive relationship-building

skills.

CORE COMPETENCIES:

Business-to-Business Sales and Marketing Dealer/Distributor Development

Rapid and High Sales Growth Technical and Non-Technical Sales

Strong Relationship Builder Entrepreneurial & Enthusiastic Drive for Success

PROFESSIONAL EXPERIENCE

SOLUTION ASSOCIATES, INC., Grand Rapids, Michigan

An independent manufacturers’ representative sales organization

Principal February 2013 - Present

Represent leading component manufacturers in the woodworking industry which need a highly qualified and

networked independent sales professional to sell to large OEMs and establish a strong distributor network.

Represent clients including the third largest laminate producer in the world and the largest wood face-

veneer producer in Canada.

Utilize extensive network amongst office furniture manufacturers and wood product distributors to grow

representation and sales for clients.

RICHWOOD INDUSTRIES, INC., Grand Rapids, Michigan

Manufacturer and distributor of wood-industry components

North American Sales and Marketing Manager Feb. 2003 - Jan. 2005 and June 2005 - Jan. 2013

Developed a North American distributor sales network and marketing programs. Significantly increased sales

of wood products through distributors and directly to large OEM accounts.

Grew sales by several million dollars to distributors and direct accounts representing over 500% growth.

Repeatedly introduced as “the best salesman I ever met” by the VP of Sales for a very large distributor.

Grew the American, Canadian, and Mexican markets for proprietary products from a very small market

share into the industry leader.

Recommended and implemented several product diversifications to further expand sales 20%.

Created a wide diversification of customers to eliminate dependence on too few large accounts.

Developed strong relationships with over 400 sales people at distributors throughout North America.

Led the company to certify products as “green” to improve brand credibility.

Managed all trade show planning and staffing.

Developed extensive marketing materials to support the sales process, resulting in strong brand recognition

and strong, consistent sales growth.

PENINSULAR TECHNOLOGIES, Ada, Michigan

Developers of proprietary pipe inspection software

(Left Richwood Industries to pursue this new opportunity; however, returned to Richwood after five months

when made an offer I couldn’t refuse.)

Vice President of Sales and Marketing Jan. 2005 - June 2005

Managed sales staff of two.

Developed strategy to apply software patents into new markets that were over 50 times larger than their

current market with less competition.

DALE A. POTTER page 2

STEELCASE, INC., Grand Rapids, Michigan

Fortune 500 manufacturer of office furniture, lighting, and related accessories.

National Market Manager for E-Business Sales and Solutions 2000 - 2002

Sold software licenses to dealer distribution, and demonstrated use to gain and retain customers. Persuaded

large global accounts to use e-business solutions to cut costs via immediate web access to customized

information, e-commerce, and other e-business applications.

Persuaded 8 large global accounts that Steelcase’s e-business solutions are better than competitors. This

significantly contributed to winning over $100 million in contracts.

Sold e-business software licenses to top 70 Steelcase dealers which created both an ongoing revenue source

and a competitive advantage.

Provided consultation and coached dealers on the creation and implementation of over 500 customized e-

business web sites for customers.

Collaborated with customers and software developers to develop software improvements.

E-business sales activity made Steelcase #223 on the list of the top 500 companies in the nation with the

most business-to-business e-commerce sales.

North American Sales and Marketing Manager for Lighting Products 1998 - 2000

Led development and sales of lighting products. Developed a consultative sales methodology.

Grew task light unit sales nearly 300% over 4 years, and dollar sales from $17 million to $50 million at the

highest gross margin of any product line, despite being higher priced than incumbent competitors.

Led the business development and marketing process for a new line of indirect-ambient lighting products.

Persuaded end users, architects, designers, and general contractors to specify the new indirect-ambient

lighting products resulting in over $2.5 million in sales the first year.

Senior Sales and Marketing Specialist for Lighting Products 1993 - 1998

Developed significant customer and dealer interest for products that were unfamiliar within the office

environment.

Led business development and marketing activities such as design and feature selection, pricing, brochures,

and sales forecasts for a new line of task lights. This product line produced $30 million in annual gross

operating profit.

Created and made large presentations at prestigious seminars, universities, and GE Lighting Institute

increasing market awareness of the importance of proper lighting, and ultimately sales.

Motivated and trained dealers to sell lighting products more aggressively and effectively. Successfully

maintained 25% annual sales growth.

PREVIOUS EXPERIENCE: Marketing Information Analyst and Materials and Production Planner

EDUCATION

MBA, Major emphasis in Marketing

F.E. Seidman School of Business, Grand Valley State University, Grand Rapids, Michigan

BA, Double major of Business Administration and Political Science

Calvin College, Grand Rapids, Michigan

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