Critical Selling

AppendixCase Study: The McCrone Group

Janek Performance Group works with numerous organizations across a variety of industries. Over the years, we've worked with thousands of sales professionals to help them improve their selling acumen so that they can accelerate the sales process and close more deals. Some clients come to us through the various public workshops we offer, while most approach us so that we can work with them directly.

Such was the case with The McCrone Group, a private company founded in 1956, which contacted us in 2010. Based in the Chicago suburbs, The McCrone Group (TMG) is a world leader in the fields of microscopy, microanalysis, materials characterization, instrument sales, and related education. The organization consists of three member companies: McCrone Associates, Inc. (MA), McCrone Microscopes & Accessories, LLC (MMA), and Hooke College of Applied Sciences, LLC (HCAS). In addition, The McCrone Group offers two free online resources: McCroneAtlas.com and ModernMicroscopy.com. For the purposes of this case study, we'll focus on the three core companies: MA, MMA, and HCAS.

McCrone Associates is the oldest of the three TMG companies. MA focuses on solving materials and particle identification problems for a variety of clients from academia, industry, clinical laboratories, government agencies, and scientific researchers. At MA, a team of scientists analyzes various materials and particles, consulting directly with clients and using advanced microscopy ...