Par One for Parwan Electronics

Parwan Electronics, Inc., based in Aberdeen, New Jersey, manufactures high quality voice-processing systems for businesses. This 25-person company was founded in 1984 and has over 5 million dollars in annual sales. Parwan sells voice-processing systems to both large and small corporations, government offices, telephone companies and entrepreneurs. Parwan is well positioned for expansion worldwide.

New Jersey Manufacturing Extension Program, Inc. (NJMEP), contacted Parwan Electronics to introduce its services for small and medium sized manufacturers. During a meeting with Suraj Tschand, President of Parwan Electronics, Dennis Grove, NJMEP Field Agent, discussed the great success he was having with the Direct Marketing Program at other clients. Mr. Tschand showed great interest in this program, and agreed that this would be a great opportunity for Parwan to trial on a short-term basis. A direct marketing program would facilitate the expansion plans in both horizontal and vertical markets. Business to business inquires were increasing from interest in their web site. It was an opportunity worth exploring.

The Direct Marketing Programs are custom designed to meet each client’s specific requirements and method of distribution. Parwan sells to both ends users and third party distributors. A ninety-day trial was developed for the Direct Marketing program. A dedicated professional was hired and trained on Parwan’s products and quoting process, and how to implement the company specific Direct Marketing program. The program organized inquiries, coordinated interaction with the technical staff, and developed procedures for a quote/proposal system. After the training period, the Direct Marketer began to follow-up on all existing quotes, answer new company inquiries and contact new leads from various sources.

The initial ninety-day trial period proved to be a success resulting in new sales of $200,000. As a result, Parwan decided to continue the program. When asked about the program’s success, Mr. Tschand explained, “Every sales call that comes in becomes a team sales call.” A team is formed around the customers needs, and the direct marketer helps determine the team members to be involved. Mr. Tschand continued by stating, “When customers have a specific question – which may be technical in nature – they can speak directly with a technician. We are able to answer all of their questions in one phone call. This raises the bar in customer satisfaction and that’s why they decide to work with Parwan.”

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