Strategy for introducing an innovative beverage brand to the domestic market
Chemix-Pol from near Olsztyn produced great household chemicals, but sales had been standing still since November 2022. Salespeople only visited old acquaintances, and the warehouse was bursting at the seams with unsold stock.
The challenge
The main problem was the lack of control over the work of 14 sales representatives, of whom only 4 met sales plans. Warehouse backlogs reached 218,000 PLN, and the average response time to a quote inquiry was as long as 26 hours. The company was losing 11% of potential contracts just because no one called customers back in time because 'there was no time'.
Our approach
We checked facts in the field, accompanying salespeople on 11 routes across the Warmian-Masurian and Podlaskie voivodeships. Without any fluff, we showed the management that 63% of work time was leaking away on unplanned travel and unnecessary breaks rather than business talks. We shortened the quoting process from two days to two hours and imposed hard reporting rules on margins rather than just turnover.
The solution
We implemented a simple relationship management system that replaced paper notes and the mess in Excel sheets. We trained the whole team in sales closing techniques, focusing on concrete arguments about the quality of Chemix-Pol products instead of fighting only with the lowest price. Each salesperson got a clear plan: 5 visits a day to new contractors, which immediately moved the stagnant stock from the warehouse.
Results
In just 90 days, the company regained financial liquidity and significantly increased its share in the regional chemical market, outcutting the competition with better service.
Timeline
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March 2024Audit of 14 salespeople's field work and warehouse inventory analysis
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April 2024Sales closing workshops and recalculation of product margins
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May 2024Implementation of a new reporting system and route planning
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June 2024Final results verification and bonuses for first invoice from new customers
"I was skeptical because many had already promised us miraculous methods. Market Accelerator simply walked in, pointed out errors in routes, and taught people how to sell more expensively. The margin counts and they understand that."