Re-Energizing the Core

For companies concerned about:

Stagnant or declining market share
Shrinking profits

We can help them to define their:

Customer Value Proposition
Differentiated and supporting Operating Model
Key Profit Drivers

Re-energize the Core: Tailoring The Sales Process

For this service provider to the hospital industry, we segmented their customer base and created a “play book” to enable tailored sales targeting.

The Situation: Our client had won for itself a leading position in its industry, but was now fighting the market share war point-by-point. They engaged us to create a strategic basis for winning these tactical battles at the line of scrimmage.

Our Approach: We segmented their customer base along two dimensions: buying behavior and account priority. We used a quantitative survey (over 200 respondents, close to 5% of the total customer base) to test and revise our hypotheses of purchase behavior given each hospital’s demographic attributes (such as size, illness of their patient population, and status as a teaching hospital or member of certain hospital buying groups). That survey also enabled us to test and modify the salesforce’s estimates of each hospital’s budget for this service, and our client’s share of that budget.

The Deliverable: We equipped and trained every member of the several hundred person salesforce with a binder laying out six alternative selling strategies, and with a recommendation as to the primary and secondary selling approach they should use with each one of their accounts based on our analysis of the demographics of every single account. The 15-25 accounts per salesperson were also prioritized based on our estimates of revenue upside, and our assessment of accounts likely to be at risk for defection.

The Result: Within the first three months of use, new contracts had jumped 10%, average sales level for existing contracts had increased by as much as 25%, while contracts lost or down-sized fell below historic levels. Meanwhile, the information on account potential and priority was used to review and re-balance sales territory assignments.

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