About Hangcha Canada
Hangcha Canada is the Canadian subsidiary of Hangcha Group, one of the largest material handling manufacturers in the world. Founded in 1956, Hangcha builds forklifts and warehouse equipment sold in more than 180 countries.
In Canada, Hangcha is a newer brand with a large potential customer base. Adam Bartsch, Business Development Manager for Western Canada, leads growth across the region. He supports the dealer network, develops key and national accounts, and finds new business.
The challenge
Adam's biggest constraint was time. Managing the dealer network took most of his week, which left little room to find new customers.
"The biggest challenge for me was just the time, time and scale. A lot of my time is spent managing the dealer network, so I didn't have a lot of time to go out and find new business or new opportunities."
Traditionally, prospecting in material handling meant door-to-door visits, cold calls and LinkedIn messages. Every new conversation required the same manual steps:
- Finding the right companies
- Identifying the right decision-makers
- Getting their contact information
- Reaching out, one email or call at a time
As a newer brand in Canada, Hangcha also needed to build awareness. It wasn't enough to find buyers. The market had to know who Hangcha was.
What Hangcha needed
Hangcha compared several options, including ZoomInfo. They wanted more than a contact database. They needed a platform that would:
- Find and research new accounts: surface the right companies and decision-makers across Canada
- Reach out automatically: run personalized, AI-assisted outreach that qualifies interest and handles the next touch
- Work like an extra team member: take on the business development work Hangcha didn't have headcount for
"Rather than having somebody who's in charge of business development and cold outreach, we could use Ubico to do that for us, which was extremely beneficial."
The solution
Hangcha used Ubico to replace manual prospecting with a system that runs every day in the background. Adam's team took a two-stage approach.
1. Cold outreach to new accounts. Using Ubico's data, the team built targeted segments of companies and decision-makers across Canada. Ubico's AI outreach then contacted them at a scale one person could never match by hand.
2. Warmer outreach to engaged contacts. Next, the team focused on people who had already opened their emails or shown interest. Adam has found this warmer follow-on outreach especially successful.
When a prospect responds with interest, Adam picks up the phone. Ubico handles the volume, and Adam handles the human conversation.
"I've never had access to an AI outreach platform like Ubico. As someone who traditionally would go door to door and knock on doors, that's been game changing for me."
The Ubico team set up campaigns and segments with Hangcha through weekly and biweekly working sessions, so the platform was producing results from the start.
The results
In its first 10 months with Ubico, Hangcha Canada closed about $250K in net-new business and won back clients it had lost to competitors.
Results:
- ~$250K in net-new business closed
- Lost clients won back from competitors
- No added headcount for business development
"To date, we've closed roughly a quarter of a million dollars' worth of net-new business. That's business we didn't have before. It's also allowed us to get back clients that we lost to competitors. I can't put a value on that, but it does carry value to us as an organization."
The biggest day-to-day gain has been efficiency. Once the campaigns are set up, Ubico runs on its own and surfaces interested buyers.
"You spend a little bit of time, you get it set up. Once you have your parameters in line, it does the work for you. You kind of forget about it until you see an email from somebody that's interested."
Advice for other sales teams
Adam is clear that Ubico amplifies a good sales strategy rather than replacing one.
"You still need to understand your customers and have good messaging. Ubico isn't going to replace your salespeople or your sales strategy. But what it really does is give many more people in your organization leverage. If you already know who you want to target and what you want to say, Ubico lets you do that at a much larger scale and much more consistently."
A partnership, not just a platform
For Hangcha, the support behind the software mattered as much as the software itself.
"The team's been tremendous, walking us through the process and helping us set up campaigns and segments. That's allowed us to maximize our investment with Ubico, and I haven't seen that from a lot of tech organizations."
Closing summary
Hangcha Canada needed to grow fast as a newer brand, without adding a dedicated business development hire. With Ubico running prospecting and outreach in the background, Adam spends his time where it counts: talking to interested buyers. In its first year, that meant about $250K in net-new business and former clients back on the books.
