LESCO announces new sales leadership and realignment of field sales structure

LESCO, Inc. (Nasdaq: LSCO), provider of products to the professional turf care market, announces the appointment of Steven Cochran to the position of senior vice president of sales and the realignment of its field sales organization.

Cochran, who previously held the position of senior vice president of marketing and strategic sourcing, will now lead the company’s sales organization, which is comprised of 227 Service Centers, 77 Stores-on-Wheels, 62 lawn care sales representatives, 40 golf sales representatives and 13 National Account representatives. Dana Wilson, who previously held the senior vice president of sales position, will assume a revised role with responsibility for the opening of new stores and other sales growth opportunities. The company is currently conducting a nationwide search to fill the vacant marketing and strategic sourcing position. In the interim, Cochran and Michael P. DiMino, president and chief executive officer are managing those functions.

“I have full faith and confidence in Steve Cochran and his ability to increase the sales productivity of LESCO,” says DiMino. DiMino and Cochran worked together at Cintas (Nasdaq: CTAS) prior to joining LESCO.

The realigned sales structure creates five agronomically based sales zones led by a vice president reporting to Cochran. Each zone vice president is responsible for sales and profitability, new store openings, customer service, merchandising and “hub-and-spoke” distribution. The zone vice presidents are supported by regional “sales” and “service and operations” managers. Concurrent with the realignment, the company added 54 new sales representative positions. The company’s previous field structure was a sales channel organization where lawn care and golf were under separate management teams.

“The realignment of the sales organization eliminates all barriers between servicing lawn care and golf customers providing a seamless and efficient customer experience,” says Mr. DiMino.

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