Market ResearchWe interviewed current customers, large and small, to determine their decision criteria, use of suppliers, how they like to buy, suppliers used, suppliers’ strengths and weaknesses, etc. We determined that the largest 175 accounts out of 1100 (which accounted for 90% of their revenue), were not as satisfied as their smaller accounts.
Sales StrategyAfter retooling their current sales strategy and updating it, including organization structure, compensation etc., we determined channel was not an issue; rather the potential revenue of each account was critical to focus on. We also determined that their customers did not have a requirement for frequent in-person sales visits. What mattered was that someone be available and responsive to their needs.
With feedback in hand, we determined what was needed was a "Market Responsive" Selling System. We recommended they give their large accounts "preferred status"; i.e. under 2 hour turnaround on quotes, delivery when needed and more attention by the sales force; we further recommended a team approach between the telephone and direct salespeople.