Initial situation
- Established business struggling against larger competition.
- Average order value $55!
- 17,500 ‘customers’ over previous 12 months.
- Sales targets consistently missed, nationally.
- Operating costs already paired back dramatically.
- Sales must improve!
What we did …
- Refocused efforts of Sales GM to ACTIVITY vs. results.
- Introduced ‘Project: First Choice’ to be the #1 choice in their markets.
- Refocused sales efforts on a higher level in the food chain.
- Introduced total Sales Productivity Process focused on integrated markets.
- Developed ‘solution selling’ skills of some and ‘imported’ others.
- Appointed marketing manager.
Outcomes …
- Average order value increased to $3500! (+6363%).
- Handling (manufacturing, delivery and administration) costs dropped by 47%.
- Sales team now engaged in higher level sales as a matter of routine.
- Operation is highly profitable.
- Sales targets were achieved consistently.
- Financial year targets were increased by 120%.
