A multinational construction products company engaged Carpedia to perform a commercial analysis of its product portfolio. To uncover underlying issues, Carpedia conducted over 70 interviews with current, prospective, and former clients—segmented by market and product line.
Why we win and we lose?
- Pricing – How do customer feel about pricing?
- Product range
- After sales services – Are customers aware?
- Channel performance – How are the different sales channels performing?
Customer surveys
- Market positioning
- Pricing comparison
- Brand perception
- Pricing attitudes and determinant buying attributes
- Quality assessment
The study focused on three key themes:
Sales and channel data:
- Product performance – Analyzed sales performance over time by product, channel, and location
- Salesforce – Understand the focus areas -Identify the sequence of priorities in sales activity breakdown
- Sample sizing – Target for surveys
In-depth surveys:
- Questionnaire – Survey and interview development to investigate key areas of concern
- Identification of wins & losses by segment, market touchpoint identification – Customer interaction
- Customer journey mapping
Commercial & sales strategy:
- Sales force activity and resource planning by channel to assess and increase effectiveness
The Results
Carpedia developed an implementable sales approach to regain share in the market.
Key steps included:
- Aligning the sales strategies to marketplace realities
- Increasing sales force effectiveness
- Reconsidering the pricing strategy
In subsequent months, the target division was the most profitable division in the company.
