The client is a multinational smart manufacturing digital reality solutions company providing SW and HW for design and engineering, production and metrology in manufacturing.
Business Challenge
The main challenges where in low cross-selling ratios across entire customer base. There was a lack of understanding in customer spending patterns and untapped growth potential and a lack of understanding of customer’s business drivers (i.e. “pains and gains”). The company. The ability to create strong needs-oriented value argumentation and sales collateral was not matured.
EFESO was asked to create a scalable cross-selling concept for sales and marketing to explore growth pockets. the concept had to be tested and ready for expansion.
Approach
A Growth Exploration concept was developed and piloted containing:
- Definition of the growth opportunity
- Development of a customer value creation approach
- Selection and on-boarding of pilot customers and accounts
- Testing and adjusting the concept with customers
- Documentation of results
- Creation of a plan of next phase for expansion to additional markets
Results
As a result of our proven “Boost and Build” approach, we have successfully delivered:
- Customer profiles – Stakeholder personas for better understanding of customer agenda
- Growth pocket model - Logical structure of growth areas for increased focus
- Customer value creation – Clear definition (and quantification) of value creation in each growth area
- Growth opportunity estimate –Addressable growth potential to increase sales ambition
- Growth “Sales Play book” – Instructions for sales force to apply Growth Exploration
The Growth Exploration approach really helped our salesforce to focus better on customer needs, promote solution selling and increase cross-selling
VP Sales EMEA.
