

Case Study
Building a distribution and dealer network in China
Reconstruction and re-alignment of sales division for a mechanical engineering company
Company Details
- Production company in Tianjin, sales company in Shanghai, after-sales company in Tianjin, main production in Germany 2 production sites
- 12 sales staff, sales decreased in past years from 30 units (2018) to 7 units (2021)
Situation and Challenge
- Drastic decline in sales figures, sales staff without motivation
- No visible leadership of sales team
- Damage caused by former director of sales (larceny, corruption, etc.)
Objective and tasks
- Reconstruction and re-alignment of sales division, evaluation of existing team, recruitment of new sales staff
- Search, selection, and training of dealers (sales and after-sales)
- Creation of sales division Dongguan, hire-and-train, management as a profit center, creation of repair shop
Measures and Approach
- Presentation of concept at parent company incl. CEO, assuming personal responsibility for Dongguan sales division
- Definition of parameters for dealers, preparation of contracts, personal interviews with executives
- Selection interviews, training program for sales staff, technical training for dealers,
- New guidelines and incentive schemes for successful after-sales, motivational program, dismissal of corrupt staff
Results and Achievements
- Sign-off of parent company for direct sales concept via dealerships in China
- Selection of 4 potential new sales staff, new dealership parameters: compulsory purchase of 2 machines per dealership
- Found 1 qualified after-sales dealer and 20+ potential new dealers across China: planning, contact, travelling recce team, selection
- Contracts and training schemes defined, selection criteria and task lists, definition of timelines
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