BACK

Increase Penetration and Product Variety
Offered by Sales Channel Partners

Multi-National Consumer Products Company

What we did
• Developed global situation analysis
• Defined best practices for selling similarly marketed products, including competitors’ selling practices
• Interviewed regional sales and product management about sales force and channel partners’ requirements for decision-making

What we discovered
• General information and strategies about cross-selling were plentiful, but not organized for the sales force
• Channel partners’ knowledge of how to sell the distributors’ products was highly variable
• The distributor’s sales force—particularly in less developed areas—was being called upon to make in-depth presentations to multiple prospects over short time frames; logistics in many cases precluded Internet access

Strategy
• Provide sales force with tool kit that easily accesses worldwide market data, product information, and case histories, and which allows for on-the-fly presentation development

Tactics
• Developed an interactive CD-ROM incorporating company information, situation analysis analytics, end-user segmentation strategies, in-depth product information, and selling strategies
• CD-ROM permits presentation customization before and during a sales presentation based on the channel partner’s marketplace situation and information requirements

Results
• Use of the sales development tool kit has been embraced by regional sales forces, leading to more impactful presentations and increased product sales
• The CD-ROM has been translated into two additional languages based on sales force requirements
• The tool kit is regularly refreshed with data, information, and case histories, testifying to its utility

BACK