Client Overview
Industry: Bulk industrial fasteners — bolts, washers, anchor systems for commercial construction
Team Size: Solo founder with 2 warehouse contractors and one part-time admin
Market Focus: Niche B2B buyers — facility maintenance, subcontractors, mid-size builders
Complexity: SKU-heavy catalog, fluctuating steel prices, custom quoting by project, long sales cycles with aggressive procurement comparisons
The founder had built a reliable, modestly profitable operation — but everything depended on him. His buyers needed confidence, not complexity. But what they got was a half-working quote form, zero post-sale follow-up, and clunky Excel-based price lists.
Role & Duration
Role: Revenue System Designer & Buyer Journey Strategist
Engagement Duration: 90 days (Diagnosis, Buildout, and Coaching Handoff)
This was a ground-up rebuild of how demand was captured, converted, and retained — without adding headcount.
The Challenge
The founder’s business was strong in theory — a niche catalog, real demand, lean ops. But three core issues kept growth stuck in neutral:
- Repeat buyers weren’t reordering. Every order felt like a new customer.
- High-intent inquiries stalled. The quote process was opaque and response times varied wildly.
- Every dollar of growth depended on the founder personally chasing deals.
There were no onboarding sequences, no clear upsell paths, no post-quote trust assets. And while his product was top-notch, the buying experience felt risky to the exact buyers he needed most.
Tried solutions like SEO freelancers and Shopify themes fell flat — because they weren’t built for long-cycle, credibility-first B2B buyers.
Strategic & Operational Approach
This wasn’t about getting “more traffic.” It was about unlocking growth from what was already working — and systemizing it.
Step 1: Mapped real buyer behavior and friction points
We did short interviews with top buyers and reviewed quote falloffs.
Key insights:
- Buyers needed to justify purchase decisions to ops managers or procurement leads
- Pricing and spec validation were dealbreakers — not web design
- Trust was built after the quote, but before the PO
That insight reframed our whole strategy: We didn’t need to close faster. We needed to close more, post-quote.
Step 2: Installed a no-code quoting + trust flow
I rebuilt the quote request system using simple tools:
- A smart intake form that routed jobs by urgency, volume, and project type
- Automated thank-you emails that sent project-specific case studies + relevant product sheets
- Calendar-based quote callbacks that reduced follow-up lag
This meant every quote wasn’t just faster — it was followed by confidence-building content tailored to the buyer type.
Step 3: Rebuilt reorder and LTV mechanics
Here’s where the compounding began:
- Created 30- and 60-day reorder reminders with embedded reorder links
- Designed “contractor bundle” paths that grouped common hardware SKUs at margin-neutral prices
- Launched a “repeat customer express quote” — skipping intake and fast-tracking existing buyers
Result? Orders stopped being one-time. Buyers started sticking.
Step 4: Systemized backend workflows the founder could run solo
Everything was built to run without adding team stress:
- All lead tracking flowed into a simple, pre-configured Airtable with lead stages
- Retention automations ran through Zapier + email tools — no marketing platform required
- Asset library (specs, pricing decks, case studies) lived in Google Drive, easy to attach manually or auto-send
This made the backend not just efficient — but sustainable for a founder wearing every hat.
Results & Business Impact
By week 12:
- Reorder rate doubled — 51% of buyers placed a second order within 60 days
- Quote-to-close rate increased by 44%, thanks to the trust-first post-quote sequence
- Founder sales time dropped by 40%, with automation handling follow-ups and quote routing
- Revenue grew 33% quarter-over-quarter — without increasing ad spend or hiring anyone
Best of all? The founder finally stepped off the treadmill. His time shifted from chasing every order to building new supplier relationships and preparing for vertical expansion.
Why Working With Me Changed the Game
This wasn’t about lead hacks or better ads. It was about building the machine:
- Where the buyer feels confidence at every step
- Where repeat orders happen automatically
- Where the founder isn’t the bottleneck to growth
If you’re a solo operator or lean team running a B2B eCom brand, I won’t give you dashboards or pep talks. I’ll design the infrastructure that makes growth predictable, repeatable, and founder-light.
You don’t need a funnel. You need a real system that turns inbound into trust, trust into orders, and orders into lifetime customers.
Work with me once, and duct-taped tactics will feel like a bad memory.