Initial situation

A German company in the industrial supply trade sector, with annual revenues of approximately €17 million generated almost entirely through field sales, has been consistently falling short of its clearly defined growth targets.

Task/Objectives:

Our assignment: to put sales on a path of consistent growth.

Implementation:

The central question was where and how the client could grow. The first step was to establish objective decision-making criteria. In a one-day workshop, core target groups, influencing factors, strengths, and success factors were identified. This was followed by an analysis of different regions: Which region offers the greatest potential? Where is a sales offensive most worthwhile? Calculations of sales potential and market penetration ultimately led to the selection of the sales territory for the offensive. After defining and finalizing the choice, we focused intensively on the selected region.

The next step was to clarify market and customer requirements. For this external-image analysis, interviews were conducted with top and target customers from the core target group. A comparison was made between our client’s performance and that of its key competitors, in order to define an opportunity arena for systematically expanding market success.

The sales offensive then began with a clearly defined schedule and a focus on the metal industry. The target customers to be acquired were determined. Based on the insights gained, the sales staff received intensive training to systematically achieve market share gains.

Results:

The project was successfully implemented in just eight months. Our trading client quickly gained access to new customers in the metal industry and began supplying them with a broad product portfolio. After only two more years, field sales capacity was increased due to strong growth. Shortly thereafter, the territory was divided and an additional sales representative was appointed. The result for the sub-territory: Revenue: 2015 = €1.007.000 €, Revenue 2021 = €3.801.000 €.