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Case Study

Sales Strategy for a Garden, Agricultural and forestry Equipment Company

Sales with a focus on growth markets

q

Company Details

  • Wholesaler of parts for garden, agricultural, and forestry equipment
  • Location Euskirchen, Germany; sales region Germany and Austria; sales 23 Mio. EUR
p

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
m

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
n

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
x

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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