Dynamic Dozen No. 1: Russell Cellular

For 85,000 customers in three states, the definition of "wireless communications" is "Russell Cellular."

Owned and managed by President Jeff Russell and his wife, Vice President Kym Russell, Russell Cellular began selling wireless communication services in 1993.

Jeff Russell got his start as an exclusive Alltel agent by selling phone service out of the back of his Dodge Omni. Today, persistence, along with 115 employees in 43 locations in Missouri, Arkansas and Oklahoma, keeps him pushing into new territory.

These days, Russell Cellular's corporate headquarters are a big change from a car trunk: Russell's 3023 S. Kimbrough location contains 60,000 square feet of retail space and 5,000 square feet of administrative offices. Revenues for 2003 came in at the $10 million mark.

That translates to a 185 percent increase in revenues over the last three years, making Russell Cellular the No. 1 fastest growing company among Springfield Business Journal's first Dynamic Dozen.

Russell's revenues have been climbing steadily since fiscal year 2001, when the company hit $3.5 million. He doubled that in 2002, with more than $7 million and in 2003 he closed the year out with "just a hair over $10 million," he said.

For 2004, Russell would like to grow half again as much, forecasting $15 million by year-end. This, he said, is based on adding 10 new stores in Missouri and Arkansas, and possibly breaking new retail ground in Kansas in the second quarter. At the end of the year, Russell anticipates having more than 50 stores up and running.

Charting his success by neither Wall Street guru nor complex business model, Russell said he goes by a gut feeling when he conducts business, navigating primarily through feedback he gets from employees.

Assigning revenue spikes to better training and a more thorough cultivation of existing customers' needs, Russell said he implemented an eight-step customer follow-up program in 2002.

The gist of the procedure is for employees to contact new customers a minimum of eight times in the first 12 months via the phone, mail or with a personal visit and keep them updated on new products or rate plans.

About 55 percent of new business comes from existing customers purchasing additional equipment or service, or from referrals these customers make to one of Russell's agents, he said.

When scoping out new areas for store placements, Russell's legwork involves checking population density, existing industries, traffic flow, signage possibilities and in-place competition. Once an optimum location is chosen, he works outward from that point, searching a suitable location be it a standalone building or strip mall bay. After a new store is in place, additional marketing is done through community involvement and advertising, Russell said.

Building on his success in wireless communications, Russell has added satellite TV sales to his agenda.

In July 2003, Russell branched out, becoming a non-exclusive Dish Network Agent. In March, he will be updating all his showrooms with televisions to accommodate the new line. Signage will be changed throughout the year from Russell Cellular to Russell Cellular and Satellite.