The situation
MSS needed help creating sales opportunities and connecting with key decision-makers in their target market. Their capabilities weren’t the constraint — access was.
What we built
A dedicated outbound BDR program: strategic list building to map the right accounts, ongoing phone and email outreach, and — critically — an extensive nurture program for prospects whose timing wasn’t ready yet. Commercial mechanical deals move on the buyer’s calendar, not the seller’s, and the program was built to respect that.
The numbers
After roughly two years of relationship development with one account, the BDR identified a cooling tower project and secured a face-to-face meeting for the MSS team. That meeting became a signed agreement worth over $570,000, closed just before Christmas 2022.
Why it worked
Most outbound programs would have marked that account dead after ninety days. A structured nurture cadence kept MSS in the room until the buyer’s timing changed — and when it did, MSS was the first call. One patient appointment paid for years of the program.