Consulting in heavy industry (mining, forestry, manufacturing, for example) has a bit of a bad rep. It tends to be associated with, at best, capital injection and new equipment; and, at worst, job cuts or plant closure. (Once the consultants come in, bad changes often follow.) Overcoming this ingrained skepticism – and earning trust – requires blunt honesty, boots-on-the-ground expertise and a genuine desire to help. When we met them, Westwind Performance had racked up some serious positive numbers for their clients, earning them distinction within the industry. Embedding its team within the workforce – from the boardroom to riding shotgun – allows for a unique perspective of the challenges that clients face. And long experience with motivation and workflow analysis did the rest. Westwind could make the complex seem simple, and was garnering huge turnarounds from even the most stubborn crews.
The challenge lay in articulating that key difference to extremely busy senior decision makers, who have no time for overblown brand profiles or process documentation. This requires a deep understanding of each industry’s unique lexicon, and a fair amount of bravado. Toolbox created a disarmingly simple communication style: engaging on a conversational level before revealing the deeper offer. Coupled with challenging, bold imagery, this served to open the door a crack. From there, Westwind’s team could clock in on some face-time, and close the deal.