Michael Lanners
Victoria,USA
Summary
A Results Driven sales leader with 25+ years of experience in driving revenue growth and managing high performing independent sales agents, direct sales, customer service, tech services personnel resulting in record-breaking sales performances. Keen Strategist - effective in developing and leveraging relationships through collaboration that maximize bottom line results. Goal Oriented Leader - that focuses on influencing and assisting employees through teamwork and open communication. Resourceful Analytical Person - combining sound judgment and team approach to deliver timely decisions and results.
Overview
30
30
years of professional experience
Work History
Director of Sales and Customer Experience
driSteem
12.2017 - 04.2025
- Company Overview: Global supplier of commercial humidification and dehumidification systems
- $53M revenue
- Lead the regional sales managers, applications personnel, inside sales and technical support teams
- As part of the executive leadership team, I work closely with Operations, Engineering, Finance, Marketing, and Product Development
- Collaborate with Marketing to develop the annual Long-Range Plan and direct the implementation of the plan through high performing sales/customer experience team
- Led a high performing sales team of 15 members utilizing effective KPI’s, achieving annual revenue targets of $53 million
- Generated a 49% cumulative sales growth over the last seven years
- Leadership mentality focuses on the entire sales process from prospecting to post sale follow-up
- Established strong relationships with key clients and industry partners, resulting in repeat business
- Developed successful training programs for sales reps and contractors/technicians
- Reduced tech support resolution time by 10% through implementation of “customer care” philosophy
Director of Sales and Marketing
RITCHIE ENGINEERING CO.
04.2011 - 12.2017
- Company Overview: $55M leading worldwide supplier of U.S
- Designed and manufactured tools and testing equipment for the HVAC/R industry
- Managed outside sales managers, marketing manager, customer service manager/team, and independent sales rep network
- Collaborate closely with the wholesaler/distributor and OEM customer base
- Initiated and completed strategic planning process including competitive analysis, market, and technology trends
- Responsible for the annual sales/marketing plan and sales budget
- Achieved record breaking sales (2012 - 2016) year over year, utilizing relationship and strategic sales techniques
- Over 28% increase in total revenue during this period
- Established processes and implemented metrics to measure and drive performance of sales team
- Develop pricing strategies, merchandising schemes and create incentive plans to drive business
- Instrumental in identifying new market opportunities through understanding market (VOC) needs, and continuous development of new products - helping drive sales results
- Developed and hosted contractor training programs
Vice President, Sales and Marketing
INDUSTRIAL LOUVERS, INC.
03.1999 - 09.2010
- Company Overview: Nationally known aluminum fabricator and paint finisher of architectural and mechanical louver systems, exterior sunshade devices, decorative grilles, and equipment screening
- Responsibilities included managing estimators/project managers, sales managers, customer service manager and four-member drafting department
- Led the entire sales cycle from lead development, marketing all product lines, negotiating, and closing projects with prospective clients and day-to-day sales operations
- Responsible for hiring, training/developing a network of independent representatives, developing strong relationships, and enhancing revenue stream through identifying “best practices” techniques, coaching, and ensuring accountability
- Perform market analysis and responsible for strategic planning, annual marketing plan and sales budget
- Achieved a record setting sales levels achieved a 40% increase in sales volume during tenure with the company
- Skilled at relationship selling with architects and consulting engineers to get the product BOD
- Effectively re-introduced company corporate image to help drive sales in new markets
- Instrumental in development of cost saving design for sunshade devices, improving aesthetics (reducing customer complaints), reducing fabrication costs, and increasing profitability
Vice President, Sales and Marketing
METAL ERA, INC.
05.1995 - 03.1999
- Company Overview: A national leader in innovative pre-manufactured roof edge systems for commercial roofing applications
- Managed direct sales, independent rep network and customer service staff
- Developed and implemented rep incentive programs
- Promoted product to architectural community, distributors, roofing contractors and property owners
- Performed market analysis and responsible for strategic planning
- Achieved sales growth all four years with the company
- Increased sales volume 14% to 16% over the previous year - three consecutive years
- Developed the private label business into a significant portion of overall sales (30%) during tenure with company
- Championed creative marketing initiatives, including AIA accredited presentations on “Effects of Proper Roof Edge System Design and Installation.”
CARLISLE SYNTEC SYSTEMS
- Company Overview: A global leader in the design and manufacturing of single-ply systems for the commercial roofing industry
- Manager of Customer Service and pricing administration
- Outside Sales Engineer
- Manager of Tech Services
Education
Master of Arts - Management
WEBSTER UNIVERSITY
Denver, COBachelor of Science - Business Administration and Management
SOUTHWEST STATE UNIVERSITY
Marshall, MNSkills
- Sales training and leadership
- Revenue growth
- Sales funnel management
- Pipeline development
- Sales coaching
- Client relationship management
- Sales strategy development
- Channel development
- KPI analysis
- Strategic planning
- Relationship building
Timeline
Director of Sales and Customer Experience
driSteem
12.2017 - 04.2025
Director of Sales and Marketing
RITCHIE ENGINEERING CO.
04.2011 - 12.2017
Vice President, Sales and Marketing
INDUSTRIAL LOUVERS, INC.
03.1999 - 09.2010
Vice President, Sales and Marketing
METAL ERA, INC.
05.1995 - 03.1999
CARLISLE SYNTEC SYSTEMS
Bachelor of Science - Business Administration and Management
SOUTHWEST STATE UNIVERSITY
Master of Arts - Management
WEBSTER UNIVERSITY
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