Sales Excellence at a Leading Consumer Goods Manufacturer
Initial Situation
At the beginning of the year, a medium-sized manufacturer of high-quality consumer goods approached Bjelic & Barth. The company had been experiencing stagnating sales for some time, although the products were well-established in the market and distributed through a solid partner network. Internal discussions revealed that the sales team was committed but primarily operational, lacking clear processes, defined KPIs, or a consistent strategic direction.
The management, therefore, decided to comprehensively professionalize the sales department together with Bjelic & Barth and prepare it for the coming years.
- Objectives
- Together, we set the following goals:
- Noticeable increase in sales efficiency and effectiveness
- Clear distribution of roles and professionalization of the sales organization
- Development of a customized Sales Excellence Roadmap
- Optimization of market cultivation across all relevant channels (retail, specialist trade, e-commerce, international partners)
Approach (Bjelić & Barth)
- 1. Analysis of Sales Performance
- We started with a comprehensive assessment:
- Analysis of sales structures, decision-making processes, and KPIs
- Evaluation of customer portfolio, segmentation, and go-to-market structure
- Identification of untapped sales and earnings potential
- 2. Development of the Sales Excellence Roadmap
- Together with the management and sales management, we developed a clear roadmap:
- Definition of strategic sales goals and priorities
- Establishment of a uniform account management model
- Introduction of a modern KPI and control system
- 3. Optimization of Sales Processes
- Subsequently, we revised the operational processes:
- Standardization of central processes such as pipeline management, quotation management, and customer development
- Introduction of clearly structured sales routines (including Weekly Sales Meetings, Performance Reviews)
- Training and coaching of the sales team in value selling, closing techniques, and strategic customer development
- 4. Accompanied Implementation
- We actively supported the implementation throughout the first half of the year:
- Support of team leaders in the introduction of new control and reporting routines
- Support of individual key account managers through individual coaching sessions
- Establishment of a continuous improvement process in sales
Your contact person
We enable sustainable growth through tangible and implementable Sales Excellence.
Heiko Barth
- Results
- Since the completion of the project phase, the progress made is clearly visible:
- Faster sales processes, enabled by clear responsibilities and standardized processes
- Improved earnings, as high-margin customers and channels are specifically prioritized
- Sustainable increase in sales, both through better exploitation of existing customer relationships and through successful new business
- High level of professionalism in the sales organization, which today works in a structured, data-driven, and efficient manner
- Strengthened and motivated sales teams that work with modern tools, clear goals, and a uniform sales logic
- Customer Benefits
- The customer now benefits from:
- A more efficient, clearly aligned sales organization
- Increased speed and effectiveness in day-to-day sales activities
- Better results in sales and earnings
- As well as a robust Sales Excellence framework for sustainable growth
