Providing an on-point, creative solution that increases a client’s return on technology investment and produces the Raving Results we constantly seek to deliver.

Seven years ago, Brad McClure took a Lennox sourcing contact to lunch.

There was no contract on the table, no immediate opportunity, just a genuine connection that started with shared ground and honest conversation.

"He told me he went to Tech and my wife went to Tech, so there was an immediate connection,” Brad said. Fast forward to today, and that relationship evolved into a $1.5 million win at Lennox headquarters in Dallas (three Titans, two 900s, and a 1000 production unit). For Brad, a senior account manager based in DFW, this deal is proof that patience, trust, and staying true to your word still win in complex enterprise sales.

Playing the Long Game, Earning Trust.

From the very beginning, Brad focused on building a real relationship, not forcing a transaction. Early on, Lennox shared that they were outsourcing work and evaluating digital presses to replace offset equipment for critical product labels that had to perform in environmental testing chambers. Brad invited them to a Datamax open house, ran extensive testing, and became the first partner to prove the labels could be produced digitally and hold up under real-world conditions.

“They brought labels over, and we were the first to prove that it could be done,” Brad said.

Even when Lennox wanted to move forward years ago, but was locked into existing contracts, Brad stayed in touch without pressure. He was upfront when Datamax was not the right fit for certain requests, including inkjet conversations, and that honesty mattered.

“I told him we didn’t want to spend a year working on something just to be doing it,” Brad shared. Over time, trust was built on consistency, not promises.

Solving the Right Problem at the Right Time.

When Lennox reached back out, the landscape had changed. Legacy black and white equipment was no longer supported, and prior testing at other facilities had failed to deliver the contrast and durability Lennox needed. Brad and the Datamax team stepped in again, running samples on Titan equipment at their own facility and proving superior results.

“They had some samples run on a Titan at another shop, and the contrast just wasn’t there,” Brad said.

The solution ultimately included two separate contracts covering both color and black and white production, with three Titans deployed, two 900s and one 1000. Advanced paper guides and coatings protected finished output, solved scratching concerns, and delivered the color quality Lennox was looking for. “At the end of the day, we were closest to what they were already doing,” Brad said. 

A Team Effort Built on Relationships.

Brad is quick to point out that wins like this do not happen alone. From sales support and service leadership to technicians who volunteered for training and long stretches on site, this deal reflected a true team effort across Datamax. “I’ve certainly spent a lot of time out there over the last year, but recently it’s been the technicians,” Brad said. “I want to thank everyone involved with this immense effort.”

For other sales reps, Brad keeps the lessons simple. Do not burn bridges. Stay in touch. Be honest, even when it costs you in the short term. As he puts it, “Multiple deals we’ve lost two or three times, and we win them back.”

In this case, it all traced back to one lunch, one relationship, and seven years of doing exactly what you said you would do.