Situation
The bulk of our client's business came from commodities, and selling specialty products (e.g. with lower carbon footprint) meant adapting the sales model and tailoring it precisely to very different customer profiles across the agricultural value chain.
The Sales team was used to a very traditional, relationship-focused approach, with little insight into the downstream processes, requirements and how the products are used.
Challenge
This was supposed to change to sell more sustainable products which required a different way of selling in a commodity market
Approach
We agreed with the client to focus the transformationon on a game-changing product by developing a specific sales approach based on tangible benefits for both clients and end users.
All sales were invited to participate in highly practical bootcamps that gave them hands-on experience in value-based selling to real distributors, as well as the expected further development in account management.
Result
Sales of speciality products have risen sharply which has also helped to increase our customer's share of the wallet among customers who previously sourced their supplies elsewhere.
What really moved the needle: the development of a specific, value-driven sales approach, featuring sales tools that are easy to use in real-life sales situations, combined with intensive training inreal-life scenarios.
