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Client: A $50 million/year national distributor of telecommunications equipment and telephone system components. |
Challenges: Over the last decade, changes in technology and consumer preferences had forced many of this client's customers to consolidate into a relatively few cooperatives, consortiums, conglomerates and holding companies. One result was that the company discovered that most of the potential customers in the market were already buying from them.
During the same period, industry degregulation had profoundly changed customer buying habits. Customers that were previously restricted to purchasing from only one distributor were now at liberty to buy from whomever they wished. This move to to a deregulated multi-vendor marketplace presented a special challenge to the sales force which had no previous experience with selling in a highly competitive environment.
The challenge was to find a way to achieve and maintain increasing sales trends in an industry under mounting investor pressure to demonstrate solid financial growth.
Solution: Management Analytics Group reviewed the company's sales data and identified the companies that were buying only one or two products or product lines. We compared the information on these companies to the information about other companies doing business with our client. Our Cross-sell Opportunity Analysis Review (COAR) Report, identified specific products and product lines that might interest each of the the "under-buying" companies. This information was provided to the sales teams to help them focus their campaigns upon "most likely to buy" customers.
Result: Our client discovered that some of the "under-buying" customers were not even aware of the other product lines available. They discovered that some of the sales force needed to know more about how to cross-sell certain product lines. They also discovered opportunities to adjust their pricing to be more competitive while still maintaining profit margins. In short, Management Analytics Group made it easy for the sales teams to become more successful.
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