CRU AIR + GAS is Ontario’s leading compressed air service and sales provider for the industrial community. Located in Mississauga, Ontario and focused on the Golden Horseshoe area, CRU is a relatively new MoreSALES client, but the relationship is flourishing. We recently asked CRU President Shannon de Souza for his take on the matter.
“Our previous marketing agency wasn’t meeting our needs. The focus was on SEO, with push marketing email campaigns often heavy on using Google Ads. Our approach to marketing was more B2C focused than B2B. I didn’t know that we needed a B2B specialist when MoreSALES first contacted me after I’d checked them out online, but I sure do now”, explains de Souza. “MoreSALES is the real deal in B2B marketing.”
“I connected with MoreSALES simply looking for someone to take over basic marketing and look after our website. Now they’re building us a new website, booking sales appointments, handling content creation, doing email marketing and implementing marketing automation and CRM with SharpSpring. I no longer send out batches of emails, set up appointments and write copy myself. I leave that to the experts at MoreSALES, who do it flawlessly in-house. I’ve been liberated to do what I should be doing—sitting face-to-face with companies that really need what we’ve got! That close contact is what breeds business. We’re super happy with the results so far.”
“I knew we were in good hands during my first meeting with Gord (Gord Werstine, Director of Business Development at MoreSALES). He listened to me as I explained our situation and gathered critical information. Little things that he said struck me as so astute, particularly with regards to our reliance on Google Ads. At great expense, Google Ads were generating tons of “leads”, but virtually none of them went anywhere. Many were in Africa or the Middle East—not exactly our territory. The fact is, most of our leads weren’t leads at all.”
In subsequent meetings it was evident that the MoreSALES team had listened, analyzed—and created. “Gord had a sexy presentation that was well laid out and well explained. I learned that for a business like ours there are alternatives to using Google Ads.” De Souza noted that the biggest revelation for him was the MoreSALES suggestion to implement SharpSpring, something he was skeptical about after investing in SalesForce.
“MoreSALES set me up with their SharpSpring Marketing Automation expert, (Evan Jennings) who showed me what it could do. That raised the blinds and let the light in. I had no idea that there was so much that I was missing out on as a small business—so much that I could automate in an organic and professional-looking way with SharpSpring.” As de Souza came to learn, automation is liberation—a means of eliminating time-consuming, mind-numbing tasks in order to focus on higher level activities that turn leads into proposals and proposals into sales contracts! SharpSpring is all about optimizing efficiency, which given CRU’s motto—Efficiency you can count on—explains their enthusiasm for this game-changing CRM marketing platform.
In wrapping up his chat, de Souza lauded MoreSALES for its corporate culture and leadership. “MoreSALES operates a lot like CRU”, he said. “MoreSALES President Mike Jennings knows where the buck stops. When there’s an issue, he’s there to solve it—whenever, wherever. Evan’s always got time to listen to me and Katia’s a cold call warrior. Recently, Katia sent me an email saying here’s one of the contacts I’ve lined up and provides me with the data I needed to take it from there. The company has now asked me for a proposal and are talking six to eight machines. If I can close on one of them, I’ve paid for my MoreSALES investment five times over. That’s the value MoreSALES has brought to my business.”
Shannon de Souza has ambitious goals for CRU AIR + GAS—and clearly believes that MoreSALES is going to help get him there.