

Case Study
Sales Strategy for a Garden, Agricultural and forestry Equipment Company
Sales with a focus on growth markets
Company Details
- Wholesaler of parts for garden, agricultural, and forestry equipment
- Location Euskirchen, Germany; sales region Germany and Austria; sales 23 Mio. EUR
Situation and Challenge
- Lack of sales strategy and focus on growth markets, lack of definitions of growth potentials, lack of KPIs
- 60 % of customers make for < 10 % of total sales
- Silo-mentality with peers at HQ, no response to market changes
Objective and Tasks
- Building and implementing a strategy, definition of market potential
- Definition of KPIs, introduction of PDCA and problem-solving skills
- Building synergies with peers , Matrix Strategy Deployment at HQ
Measures and Approach
- Interviews for sales team, visiting customers, workshop with sales team (potential, SWOT, etc.)
- Develop 1-3 year strategy together with team, determining growth potential, qualitative and quantitative, by segment and by customer level
- Determine KPIs and fix targets for sales team according to 1-3 year strategy
Results and Achievements
- Building and implementing a strategy, definition of market potential
- Definition of KPIs, introduction of PDCA and problem-solving skills
- Building synergies with peers , Matrix Strategy Deployment at HQ
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