Case Study: Global Luxury Boat Manufacturer, Distributer & Retailer

Scenario

Major global player in manufacturing, exporting and luxury retailing were facing changes in market demand and an increased pressure on discounting and margins. In addition, the organisation was launching a new product line with exposure to a new target market.

Dealers had varying levels of commercial acumen demonstrated through lack of business plans, marketing plans, sales strategies and targets. Different structures and remunerations/contracts with dealers were creating issues including a lack of consistent processes when a dealership was bought. There was a mixed capability in principals developing staff and communicating the business strategy.

Requirement

Complete internal discovery of their Client Engagement process, reported on issues, causes and suggested solutions.
Developed a Sales System that provides structure and rigour in the selling process.
Over a twenty four (24) month period trained all Dealerships in Australia (11 dealers), New Zealand (4 dealers) and the United States (80 dealers) focusing on strategies to increase sales.
Mentored and coached all Dealer principals to help them lead their people, build trust, and support them in meeting business targets.
Deliver structured sales training to all sales staff for over 200 attendees in all dealerships including the seven (7) step sales methodology, helping the staff overcome the fear of rejection/confrontation and resistance to change.
Facilitated weekly training newsletter to all dealerships over six (6) months to support the implementation of the sales system back into the workplace.

Key Critical Success Factor

Consistent sales process was designed to address both the symptoms and issues relating to improved sales results between the dealerships and head office. Build capability to ensure that existing and the new product launch would be promoted and sold in a consistent manner.

The Result

Record sales volumes were achieved thru the adherence to the new Modern selling sales process. The business morphed from being part of a typical cottage industry to a benchmark setter in best practice for the marine industry. The Dealer Principals demonstrated strength in their leadership capability. The client database is now managed in a consistent manner and has grown through using the sales methodology. The sales teams became more confident and consistently produce tangible results through applying strategies in overcoming price objections relating to margins and discounting at trade shows, in the retail and wholesale markets.