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Dempsey Uniform & Linen Supply Case Study

Cracking New York: Dempsey Generated $5,732 in Weekly Revenue with Salaria’s SDR Support

Dempsey Uniform & Linen Supply needed a better way to grow in the competitive New York metro market. Salaria built a dedicated outbound SDR program that removed cold calling from the sales rep’s workload, booked 185 demos, completed 116 meetings, and helped generate $5,732 in weekly recurring revenue.

Background

Dempsey Uniform & Linen Supply is a regional uniform and linen rental provider operating across the Mid-Atlantic and Northeast, with plant operations in the Scranton area and territory coverage extending into Baltimore, Washington D.C., and the New York metro. The company competes directly with national players including Cintas, UniFirst, and Aramark, and grows through both organic territory expansion and strategic acquisitions of independent operators.

Mark Lewis, Director of Business Development, owns the company’s growth strategy across new and existing markets. The New York metro had historically been the company’s most difficult territory, with multiple failed sales rep tenures and inconsistent results before Salaria was engaged.

The Problem

Before partnering with Salaria, Dempsey had cycled through multiple sales reps in New York, plus one inherited from a prior acquisition. The territory was draining management attention without producing predictable growth. Mark described the situation directly:

“New York as a whole had been a sore point for me with reps. I went through several reps and finally decided to start a new strategy.”

Three structural problems were driving the underperformance:

  • Sales capacity drain. Reps were spending the majority of their time cold calling instead of running closing meetings, which compressed productive selling hours and burned out talent.
  • Saturated competitive environment. Multiple linen suppliers dominated the metro, and breaking into target accounts required consistent, repeated outbound activity that a single rep could not sustain alongside closing duties.
  • No predictable pipeline. Without a steady stream of qualified meetings, leadership had no reliable way to forecast or measure rep performance, and turnover compounded the visibility problem.

How Salaria Solved It

Salaria deployed a dedicated outbound SDR program built around three operating principles: removing cold calling from the rep’s workload, calling tightly defined zip code lists rather than blanket territory, and refining messaging in continuous coordination with Dempsey’s leadership.

Operating Model

  • Geographic precision. Salaria’s caller works zip code by zip code in the New York metro, only booking meetings in the target service areas.
  • Iterative scripting. Dempsey and Salaria have refined messaging together over the engagement, including pivoting to the specific pain points the market was responding to: linen shading, delivery issues, and runaway billing.
  • Clean handoff to closing. Salaria’s caller hands off qualified meetings to Dempsey’s rep, who runs the close.
Dempsey Uniform & Linen Supply Case Study

Activity to Date

Demos Booked
Completed Meetings
Meetings That Met Qualified to Move Through the Pipeline
185
116
26
Demos Booked
185
Completed Meetings
116
Meetings That Met Qualified to Move Through the Pipeline
26

The Results

Metric Result
Weekly recurring revenue directly attributed to Salaria $5,732 per week
Pipeline currently in motion $3,000 per week
Largest single conversion $2,300 per week
Comparison to direct sales hire Equivalent to a full year of rep production
New York region momentum $15,000 to $16,000 per week in growth
“The deal is that it worked, and it’s continuing to work. We have more momentum in New York now than I expected us to have.”


- Mark Lewis, Director of Business Development, Dempsey Uniform & Linen Supply

Why Salaria Worked Where Internal Hires Did Not

  • Equivalent to a full sales hire. Salaria’s $5,732 per week in attributed business is comparable to a year of production from a competent territory rep, delivered without the recruiting cost, ramp time, or turnover risk of a direct hire.
  • Multiplier on internal headcount. By taking cold calling off the rep’s plate, Dempsey’s closer in New York added another $4,000 per week in closed business on top of Salaria’s contribution. The two streams together, plus a food and beverage group win, produced $15,000 to $16,000 per week in growth, the territory’s first genuinely successful year.
  • True partnership cadence. Dempsey and Salaria meet regularly to review pipeline, refine messaging, and align on territory strategy.
  • Repeatable across territories. The same playbook that worked in Manhattan is now being adapted in real time for a new acquisition territory and a second vertical, without Dempsey having to build the function from scratch each time.
Dempsey Uniform & Linen Supply Case Study

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