Developing New Markets for Point of Sale Agency

A £7m agency specialising in Point of Sale Management in the Drinks Industry had a formidable reputation within drinks and an enviable client base which had come mostly through referrals. The company was looking to significantly expand its warehousing infrastructure and invest in IT systems to keep it a step ahead within the industry and realised that their successful formula for managing the Point of Sale supply chain would be very relevant in many other sectors such as food, household, leisure, motor, and finance. However outside of drinks, the name was little known and the company did not have a systematic plan for sustainable revenue growth over the medium to long term.

Objectives:

Implement a New Business Development Programme to bring in significant turnover from new clients outside of the Drinks Sector.

Implementation:

We worked with the Chief Executive and Managing Director of the business to:

1. Confirm the core proposition for the company, its key strengths and how to differentiate it from other players in the field
2. Define clearly who the target client base should be and who would be the Key Decision Makers in those target companies.
3. Implement a detailed New Business Development Programme with collateral that could be sent in the first instance and then a detailed telemarketing programme to follow which would secure face to face meetings with Key Decision Makers.
4. Create a detailed database containing key information on all identified future prospects with future dates to contact, information on incumbent suppliers, dates for contract reviews etc
5. Complete New Business Presentations with prospects with relevant case study material and credentials.
6. Follow up on all proposals with detailed pricing.

The Results: 

1. Although the lead-time in this industry for clients to change to a new supplier is lengthy, we have succeeded in winning at least six significant pieces of business and await confirmation of more conversions.

2. The company has a clearly defined proposition and is now lodged ‘on the radar screen’ of key decision makers within most major brand owners across most sectors.

3. The company has a powerful database of invaluable information about the decision making process of all companies it has identified as being potential clients for the future.

Clients Comments:

“It has been an absolute pleasure to work alongside an individual so passionate and professional about the role she has carried out on our behalf… Her integrity and structure has helped raise the bar of performance within the overall company and I would strongly recommend her.

News

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