Industry
Business Services
Company Profile
- Security company with global footprint
- Focus on selling both traditional guard security services and new technical services
- Domestic revenue in scope: €700m p.a.
Situation and Objectives
- Continuous margin erosion for core services, while new services benefit from much better margins
- Sales force not familiar with/comfortable selling new services
- No clear guidelines on which customers to target with new services
- Objectives: Identify customers to target with new services and empower sales force to sell new services to these clients successfully
Approach
- Developed customer prioritization scheme to identify customers that are most likely to buy the new services
- Prepared support material for sales team
- Conducted sales force training on how to sell the new services and which services are suited to which customers, including mock negotiations
- Prepared and conducted refresher exercises and initiated monitoring on a continuous basis
- Adapted incentive system to sales targets for new services
Three Steps to Successful Sales Force Transformation
Results
- Precise customer prioritization scheme including precise list for each sales rep on which customers to target, and how and when
- Easy to use support material in accordance with existing material
- Well-trained sales force
- Set of well-prepared and established refresher exercises (e.g., newsletter, online tests)
- Detailed monitoring report recording increased sales of new services
- Adapted incentive system
Impact
- Significant increase in sales of new services
- Sales force better prepared to sell new services
