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Rail News: Rail Industry Trends

BNSF sales team believes 'Hot Leads' from employees better than cold calls


Similar to a recently launched Kansas City Southern initiative, Burlington Northern Santa Fe is introducing a program designed to tap operating employees as sales-lead sources.

The "Hot Leads" program targets union-represented employees who have contact with existing and potential customers in the field. Workers are encouraged to report sales opportunities to BNSF's Emerging Growth Sales Team (EGST), whose members will follow up on leads.

The Class I will award employees $100 cash for each lead that results in revenue growth and give each worker who submits a lead a "Hot Leads" hat.

"Our employees are the eyes and ears in the field and at headquarters — they are in an ideal position to spot an opportunity in shipping and help BNSF capitalize on them," says General Director Larry Ruple, who heads EGST, in a prepared statement.

Formed in January to help spur revenue growth, EGST aims to attract new shippers and increase business with smaller existing customers.

Because BNSF employs more than 30,000 union-represented workers, a lead from each could "fuel a phenomenal amount of profitable growth opportunities," said Ruple.

Contact Progressive Railroading editorial staff.

More News from 4/6/2004