Client Overview
Industry: B2B Safety Equipment (PPE, spill kits, compliance gear)
Team Size: Two co-founders — one operations-heavy, one sales-oriented
Market Focus: Construction firms, manufacturing plants, logistics warehouses, and compliance-driven operations across the U.S.
Complexity: SKU overlap with commodity suppliers, price sensitivity, mandatory compliance requirements, long purchasing cycles
This wasn’t a tech company. It was a blue-collar-first business built by two ex-industry operators who knew the pain points of sourcing reliable safety gear. They had no site, no systems, and no tech stack — just supplier deals and a vision to create a better buying experience for “safety-first” operations managers.
They came to me with this:
“We’ve got the supplier side locked down. But we don’t want to be another catalog company. We need a way to stand out — and close deals with the people who actually care about safety, not just price.”
Role & Duration
Role: End-to-End Growth Infrastructure Partner — Positioning, Systems, Go-to-Market
Engagement Duration: 9-week greenfield build, from scratch to active revenue
I was brought in to design, build, and implement the full B2B revenue system — the brand, the backend, and the sales ops engine.
The Challenge
The space was crowded — dominated by catalogs, Amazon sellers, and national distributors.
The co-founders weren’t trying to beat them on price.
They wanted to build a reputation business, where trust, speed, and category depth actually mattered.
But they were starting from zero:
- No brand. No site. No product catalog.
- No sales workflows. No CRM. No quote structure.
- No positioning to differentiate from big-box competitors.
And the buyers?
They’re not “leads.” They’re overworked operations managers who want risk off their desk — and aren’t interested in sales fluff.
This wasn’t about building a brand. It was about building the system that builds trust fast and makes procurement painless.
Strategic & Operational Approach
Step 1: Nailed the value prop — “You don’t buy gear. You buy peace of mind.”
We positioned the business not as a supplier, but as a compliance-first solutions partner:
“We help you keep your people safe, your operation compliant, and your crew working — without chasing down stock or worrying about certifications.”
That language permeated everything. The copy, the spec sheets, the quote process. It told the buyer:
“We get what you’re responsible for — and we’re here to make that easier.”
Step 2: Built a focused, no-fluff sales infrastructure
No bloated Shopify store. No “brand story” fluff. Just a tactical sales engine:
- Segmented landing pages by buyer vertical (construction, logistics, heavy industry)
- Quick-ship catalog for the 20% of SKUs that drive 80% of first orders
- Pre-built compliance kits (e.g. spill response kits by OSHA region) that helped buyers say “yes” without research
- RFQ builder that let buyers mix catalog and custom items in one request — without talking to sales until they were ready
This was B2B UX designed for speed, not clicks.
Step 3: Built back-end deal systems to scale without sales bloat
We architected a lightweight CRM + automation system that handled:
- Lead scoring by intent and vertical
- Dynamic quote generator linked to margin-controlled pricing tables
- Quote reminders and reorder nudges that ran without cofounder input
- Account dashboards for buyers to track open orders and past purchases
The founders could now track every deal, quote, and reorder touch — without spreadsheets or daily firefighting.
Step 4: Embedded buyer education into the revenue system
We didn’t “do content.” We installed closing assets:
- “What You Need to Stay Compliant” checklists by industry
- Product selectors (“Which glove spec for your use case?”)
- High-urgency reorder bundles with built-in compliance triggers
- One-click account setup for net-30 customers with PO automation
Every asset existed for one reason only: reduce friction, build trust, and close faster.
Results & Business Impact
In the first 8 weeks post-launch:
- $94K in closed deals — all B2B, net-30 accounts with real reorder potential
- 23 inbound RFQs, 17 of which converted to qualified opportunities
- 3 key accounts established — including a regional builder with $250K annual spend potential
- Zero customer churn — thanks to onboarding kits, reorder flows, and post-sale check-ins
- 80% of quote and fulfillment handled without manual founder effort
This wasn’t just revenue.
It was a durable, systematized growth engine ready to scale into the mid-7 figures without a sales team.
Why Working With Me Changed the Game
The cofounders didn’t need a website.
They needed a deal-closing machine — one that delivered trust, speed, and clarity to every single buyer.
That’s what I built.
If you’re a B2B operator starting from scratch — and you want:
- Serious accounts, not just visitors
- Repeatable deal flow, not chaos
- Scalable infrastructure, not duct-taped tools
I’ll help you go from “just launched” to revenue that feels inevitable.
B2B buyers aren’t dumb. They’re just busy.
Build the right system — and they’ll move fast.I don’t make brands look pretty. I make them profitable.
Work with me once. You’ll never launch without systems again.