From Uncoordinated Sales to Targeted Market Development

Client Challenge

Our clients, the chairman of the supervisory board and the sales director of a publicly listed trading company were as dissatisfied with the haphazard approach to sales as they were with the stagnating development of market share over the years. Although the company was growing profitably, the growth in earnings was primarily driven by productivity gains rather than stronger growth in market share.

Mandat Intervention

In an initialization workshop, we laid out a goal-oriented project structure with the client, identified the key people and other contributors who would spearhead a project involving the entire company.

The kick-off of the project was especially important; it was where the project manager and all of the sub-project managers were appointed. Afterwards, the project and all of the sub-projects were planned in detail.

Mandat designed a procedure of progressive specification, which initially included the conceptual design and then the implementation. The marketing and sales-relevant measures were bundled in 16 sub-projects, which were launched in stages. In addition, we systematically ensured that administrative and purchasing-related processes were developed in parallel to ensure that sales received the best possible support.

We planned 6 identical implementation projects for the sales regions and thus ensured that the measures were implemented uniformly across the regions. We made sure that none of the measures adversely affected day-to-day business.

In the context of a national sales conference, we involved some 150 sales staff in the project work through concurrent workshops carried out over the course of a few hours to ensure that no ego-related obstacles would arise during the implementation phase.

We also supported the development of a customer collaboration system as an effective customer loyalty tool.

Results

The company’s market share increased significantly.

Customers now repeatedly rank the company among their top 3 preferred partners.

The sales department has a new range of options and services at its disposal to acquire additional customers and retain existing customers. Market cultivation is structured and coordinated according to a uniform procedure.

The results of key sales measures are immediately visible in a newly developed sales controlling system and are available to the management board as a steering mechanism.

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