01/01/2018

A successful team effort between the members of MTG North America and their key dealer in the New England region of the United States has helped develop the growth of new product lines for MTG in a rapidly growing marketplace. Genalco Incorporated celebrated 70 years in business on October 2017. As a longtime partner in business Genalco’s staff has always represented MTG product lines with true professionalism and taken pride in promoting MTG as a “quality” product.  The sales force of MNA and Genalco have continued their solid relationship while establishing growth of new MTG product lines through a new and very successful sales approach.

This is how the promotion of “Tow & Show” started: John Sibold (MTG Eastern US Area Manager) and Joe Cirello (Vice President of Genalco), tried to find ideas for promoting MTG’s latest “hammerless” product lines and complete lip assemblies when they decided that these products needed to be promoted “hands on” while in the field. Since that day, the products and promotions that have been put into place have evolved into a routine sales practice that has accomplished many MTG conversions.

Tow & Show is a three part product demo display case designed for job-site demonstrations. These three displays consist of easily mobilized stands that hold a StarMet complete lip assembly for excavators and two ProMet displays for lip and lateral protectors. All three displays allow the disassembly and reassembly of the product lines while being hauled or towed during sales calls.  Customers can now experience all of the added benefits of MTG’s products before making a decision to buy.

The Tow & Show promotion is now a routine practice between Genalco and MTG for their scheduled sales visits and ride-alongs. The end users are always eager to grab tools and experience the safe and simple breakdown of MTG’s state of the art product lines. The customers’ interests are almost always sparked after experiencing a Tow & Show visit. The immediate discussions about price quotes and testing on upcoming bucket rebuilds is a common second step once this practice has been performed.  

The highly successful results of Tow & Show have led to a substantial increase in the fabrication of more complete lip assemblies for future MTG conversions along with the demand for more backup stock in Genalco’s inventory to support the New England customer base during day-to-day sales. Thanks to the development of Tow & Show, MTG’s new product lines are selling themselves and the Northeast US marketplace is simply “along for the ride”!