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
Eden Prairie, MN
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.
Bloomington, MN
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.
Delano, MN
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.
Waukesha, WI
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
Carlisle, PA
- 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