TCII :: Management Consultants
Building Profitable Business
A year after the initiation of the project, turnover was up by two thirds and the turnover dependency on the top five customers had been reduced by 12 percentage points.
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Establishing a Sales Capability
This family run print business was profitable and successful but there was a high concentration of turnover in just a few key clients, which the owner perceived as a threat.
Our Challenge
Although the business had been built to a multimillion turnover by the owner and another family member they had done so without prior sales management experience. They had experimented in the past with hiring industry experienced salesmen but had parted company with them after a year or so of poor contribution leaving them with the belief that salesmen’s key skills were “selling themselves”. This left them feeling the business had hit a plateau that they were unable to build from.
What we did
We started with a detailed audit of how the business currently managed the sales process and how its core capabilities were perceived by key and occasional customers. This threw up some interesting data particularly in the differences between what the company thought it was selling and what the customers valued about their service. From this and subsequent discussions with the owners we came to a redefinition of the core positioning for the company.
We then involved design and production staff in addition to the sales team to develop a sales process that they could all understand and developed support materials.
A control and monitor system was developed with the management team so they could actively track the effectiveness of the sales team effort and coaching on its application carried out over a period of 6 months.
The Outcome
A year after the initiation of the project, turnover was up by two thirds and the turnover dependency on the top five customers had been reduced by 12 percentage points.
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