How Can Manufacturers Turn Unused Capacity Into New Revenue?

SALT Marketing Fills Production Capacity for Minnesota Fabricator

Background
The client is a Minnesota-based contract manufacturer specializing in metal stamping, fabrication, forming, welding, and assemblies. With over 75 years in business and a 285,000-square-foot facility, the company had built a strong reputation for quality—but like many legacy manufacturers, growth had plateaued.

As the business transitioned into its third generation of family ownership, new leadership identified a critical challenge: excess production capacity. While the company had historically relied on 1099 manufacturing representatives to drive new business, the effectiveness of that model had declined over time.

They needed a more consistent, scalable approach to building a pipeline, and turned to SALT to create a formal outbound sales program.

The Challenge

The company lacked a predictable system for generating qualified opportunities.

Sales efforts were dependent on external reps with inconsistent performance
Visibility into the pipeline and account progression was limited
Internal resources were not structured for proactive outbound prospecting
High-value production capacity remained underutilized

The goal was clear: build a repeatable process to identify, qualify, and convert high-value manufacturing opportunities.

The Solution

SALT partnered with the client to design and execute a targeted outbound strategy focused on high-revenue accounts.

Targeting the Right Accounts
SALT developed a strategic account list of companies with the potential to spend more than $500,000 annually on outsourced fabrication. Each account was scored based on total revenue potential and segmented into priority tiers.

Systematic Qualification
The SALT team worked through each account to determine:

Whether fabrication work was outsourced, the estimated annual spending and key decision-makers across purchasing and engineering

Relationship-Driven Nurturing
Once qualified, SALT built relationships with decision-makers, maintaining consistent communication to uncover active projects and future opportunities.

Pipeline Visibility
All activity was tracked and updated weekly, giving the client a clear view of how prospects progressed through the funnel, from initial identification to qualified opportunity.

Pipeline Development (2-Year Snapshot)
Prospects Identified: 1,946
Accounts Qualified: 1,069
Contacts Verified: 852
Active Relationships: 655
Qualified Opportunities: 86

Each account was continuously evaluated using a Qualification Score, allowing SALT to prioritize outreach and maximize efficiency.

Results

SALT successfully built a high-quality pipeline that translated into meaningful revenue wins and long-term customer relationships.

$1.6M Climate Systems Supplier Win

SALT identified a Tier 1 climate systems supplier experiencing quality issues with an incumbent vendor. After facilitating an introduction and coordinating an onsite audit, the client secured the business, resulting in approximately $1.6 million in annual revenue.

$500K Fitness Equipment Manufacturer

While targeting the fitness industry, SALT discovered much of the market had shifted overseas. Instead of forcing poor-fit opportunities, the team pivoted to boutique manufacturers. This led to an introduction with a leading Pilates equipment company, where the client began winning orders totaling $500,000 annually.

$1.2M Commercial Lawn & Garden Program

Building on the client’s strength in agriculture, SALT expanded outreach into commercial lawn and garden equipment. After developing relationships with key decision-makers, SALT facilitated an introduction with a Swedish manufacturer. Following a successful audit, the client secured a production program worth $1.2 million annually.

Industry Breakdown of Target Accounts

SALT reached across multiple industries to diversify opportunities. This included off-highway equipment, medical Equipment, Agricultural equipment, lawn and garden equipment, and industrial and electronic equipment.

Conclusion

By implementing a structured outbound sales process, SALT helped transform the client’s approach to business development.

Instead of relying on inconsistent third-party reps, the company now benefits from:

A predictable pipeline of qualified opportunities
Direct relationships with key decision-makers
Increased visibility into sales activity and progress
Significant revenue growth from high-value accounts

Most importantly, SALT helped the client fully use its production capacity, turning idle capability into long-term, profitable business.

Want to build a more predictable pipeline? Contact SALT Marketing today.