Individual Role Play Case for the competition
Printable version of the Individual Role Play Case
Dykman Overview
Dykman is a privately held specialty industrial electronics distributor focused on providing customer line-to-load solutions in heavy industrial markets, including mining, power generation, petrochemical, oil and gas, municipal, food and beverage, and many other process-driven industries. Dykman’s solutions primarily focus on the main power conversion products found between the power utility transmission lines and the driven equipment at customer facilities. This includes:
- Transformers
- Switchgear
- Power quality devices
- Motor control (including starters and variable frequency drives)
- Electric motors
With 44 years in business, Dykman:
- Operates 17 locations across the United States
- Employs 150 people
- Stocks approximately $35M in inventory
Additionally, Dykman has a field service team for start-up and commissioning services, allowing them to respond more quickly than the factory personnel used by most competitors. In addition, Dykman maintains three UL508 panel shops for custom control panel production, allowing them to customize products to fit customer needs.
Over the last four years, Dykman has doubled its business and continues to grow organically by entering new markets with its existing team. Dykman aims to open one new location per year while providing team members opportunities to grow within the organization. With annual revenue nearing $250M, Dykman has always been a debt free company.
Core Values
Dykman recruits team members whose core values align with their own, including:
- Family
- Teamwork
- Customer First
- Work Ethic
- Commitment
Dykman Value Proposition
Dykman stands out from the competition because of their unmatched lead times. With their expertise in the electrical industry and their relationship to high-quality equipment, they provide valuable insights on both sides, giving customers a competitive edge as a trusted advisor. Dykman sales reps focus on the value they bring to the table rather than the intricacies of the product.
- Inventory Advantage: By maintaining $35M in inventory, Dykman can deliver items directly from stock that competitors can take between 24 and 60 weeks to source.
- Cost Efficiency: Dykman’s inventory allows them to maximize purchasing power, buy in bulk, and deliver promptly—minimizing customer downtime and providing the lowest total cost of ownership.
- Service Excellence: Dykman often flies out their own technicians to help get equipment up and running.
- Brand Commitment: Dykman sells top industry brands and emphasizes value over price alone.
Your Role
As an outside sales representative at the Boise, Idaho branch, your primary role is to build and foster relationships with current and prospective customers, focusing on the mining sector. With two years of experience, you have a solid grasp of the solutions Dykman offers and understand the roles of your customers. After another successful year, your Dykman sales team has entrusted you with managing large accounts. Your branch manager has called you into her office to discuss the most extensive potential account yet—a mining company in Idaho City.
Pre-calling scenario
You reach out to American Mining. During your phone call, you speak with Jesse Kaldwin, the chief electrical engineer for American Mining’s Idaho City mine. Jesse mentions that he/she is looking for a new VFD for a major project at the mine. Jesse did not add many details on what was needed for the project but emphasized the urgency of securing a new VFD as soon as possible. This is Jesse’s first-time hearing about Dykman and your product line; he/she is wary but agrees to meet with you.
Your goal in the two meetings is to understand Jesse’s needs, introduce Dykman as a reliable supplier, and secure the sale of the VFD for the Idaho City mine project.
Prospect Overview
American Mining operates five mines in Idaho, generating $62.5 million in annual revenue; the Idaho City copper mine spans 13 square miles. The mine focuses on surface mining and has a large base of process equipment, making it a target-rich environment for Dykman’s products. With copper prices at an all-time high, the mine is undergoing numerous plant expansions, presenting significant opportunities for Dykman. The Idaho City Mine is a top-10 potential customer for Dykman nationwide, not just for the Boise branch.
Product Description
Product: Toshiba’s Resource library on MTX215
Resources: Toshiba Brochure on MTX2-15
What is a Variable Frequency Drive? See the Real Pars video on what is a VFD
Additional Product Information
- Cost: $663,000
- Cost for Toshiba Technician for Commissioning: $30,000
- Delivery Time: 6-8 weeks
Round 1: Needs identification with Jesse Kaldwin (15 minutes)
Objectives:
- Uncover decision-making process
- Understand more about Jesse’s project, needs, and challenges
- Provide a brief overview of Dykman
- Address any questions or objections Jesse may have
- Secure a commitment for a second meeting with a key decision-maker
Round 2: Presenting a Proposal and Closing the Sale (20 Minutes)
Objectives:
- Present a proposal catered to American Mining’s needs
- Provide a more in-depth presentation about Dykman’s value proposition
- Address any remaining objections or concerns
- Secure a commitment to move forward with a Variable Frequency Drive purchase