Case Study: Pool Construction Company

Scenario

Rapidly growing privately owned, leading manufacturer, exporter, retailer and financier of fibreglass swimming pools within Australia and overseas was seeking sales and customer service support for their national franchisees. The majority were technical experts in construction but needed support in developing marketing and sales skills. The business objective was to increase sales to over 500 units per annum.

Help was needed to develop a best practice Modern Sales System which franchisees could systematically follow. There was also a need to create marketing and sales materials for over 50 Dealers to maximise their sales skills and their capacity to sell.

Requirement

Develop and implement a robust sales system to overcome varying levels of selling skills within six (6) months.
Develop a system based on a standardized process of steps rather than use of key words to provide flexibility for the franchisees in the way they implement the process.
Evaluate features and benefits of the product offering and ascertain how to feed them into the sales process so that it becomes clear to the customer (via the Website, Brochures, DVD etc) that there is no real alternative when it comes to making their purchasing decision.
Streamlining marketing and sales material that is aligned to the sales process.
Evaluate effectiveness of organisational structure to ascertain viability of centralizing all Sales and Marketing functions to support franchises in maintaining operational high standards and coping with increased demand in installations per annum.

Key Critical Success Factor

Develop and align the internal processes and resources to ensure that the infrastructure is there to deliver on increased sales.

Result

The Company experienced 16% increase in sales through the use of the tailored sales process designed for them. This was measured through Telephone Inquiry, Site Evaluations; Quotes and Closes.