Our slogans in Commercial Power

1. Marketing/Business Intelligence makes your added & superior value for customers explicit.
2. Brand/Product line
3. Sales is where the money is.
4. Superior customer experiences say what customers feel, what they actually feel and what they “do” need to be understood clearly if loyalty is to be maximized.
5. Retain and win back is achieving the highest service experience for your customer.

Each of these five steps can be bottleneck in achieving greater Commercial Power:

We are often asked to improve THE bottleneck among these five steps.

E1 = our Expertise = your Organizational PERFORMANCE

1. Marketing/Business Intelligence

Our experiences deliver the 4 : 1 rule. Investing € 1 million in Marketing/Business Intelligence delivers € 4 million ROI, annual average during the first three years --  independently of size, maturity & business life cycle of your company. With our scan experiences, we investigate nine crucial elements/attributes of your marketing/BI. Based on these experiences we calculate your investments.

2. Product Branding & Launching

• Understand your customer propositions for the creation of higher customer value: customer purchasing selection strategies, price-benefit positioning map, branding guidelines.

• Create your customer value propositions: construct flexible market offerings, brand strategy & building, your realization strategies in projects, superior value adding marketing channels, integrated marketing communications and reseller performance.
• Deliver your customer propositions: launching truly innovative products into a new market: temptation is to hire an army of sales people to bring in customers. That’s really the last thing you should do. Implement the sales learning curve.

3. Sales

• Sales is your best measurable process, force, department & employees.
• Every good CEO makes it a point to spend time in the field with the sales force and often acts as salesperson-in-chief to certain major customers.
• When you want to be customer centric, your sales people have to move to the foreground and they cease to be mere order takers and become relationship managers.
• Reorganizing sales force is the riskiest projects in your company. It is “heart transplant”.
• No account strategy in big corporations can succeed unless you take control of its top line.

4. Superior customer experiences

In our experiences the highest performing companies do:

• Understand customer commitment, not just satisfaction. We help you to identify the determinants of loyalty combined with customers clustering, delivery & service level.
• Shape experiences, which are most important to the customer than others and handle them carefully. Combine these “moments of truth” with your improvement targets.
• Link psychographic purchasing behavior with the right on/offline campaigns.
• Benchmark against competitors and companies in parallel industries and perform!
  

5. Retain and win back

Be practical in the use of customer acquisition, retention and development. Develop and measure effective enquiry management processes through every channel (welcome, capture, qualify, fulfill, follow up and close). Develop win-back programs for selected former customers. Attempt to predict defections from customer feedback and contact analysis. Do not underestimate the value of good customer service. Service experience is key. Manage key accounts actively.

E2 = our Entrepreneurship = your Market PROFITS

1. Marketing/Business Intelligence

Marketing & Business Intelligence is:

1. Evaluating the identification, perception & measurement of the market performance from your territory managers, sales/account managers and business managers.
2. Bridging their deviations in group dynamics sessions for higher employee productivity & customer loyalty.
3. Improving R&D in/output, knowledge storage & use and team performances to implement a faster & better competitive organization.

2. Product Branding & Launching

• Management & operations analyse your current customer propositions and define the most important actions.
• Management & operations create your new customer value propositions in terms of supply chain network design, product lines, customer service, sales & operations planning, multichannel advertising & personal responses (on/offline), metrics etc.
• Management & operations implement the route towards solutions.

3. Sales

• Together with your sales seniors we build trusted, value-adding customer relationships to get control of your top line and differentiate yourselves in a crowded market.
• Your sales, account & territory managers need a different sales force as their businesses move through start-up, growth, maturity and decline.
• Your sales, account & territory managers are continuously facilitating better sales networks for their sales people. We facilitate you.
• Your sales, account & territory managers educate their sales people continuously in strategic selling processes (LAMP) and SPIN sales skills.
• Your sales, account & territory managers have permanently to improve their sales force structure, sales force productivity, large account processes & metrics.

4. Superior customer experience

• Only 11% of the companies DO ensure that board and senior members have regular and varied contact with customers: experiencing what is customers’ experience.
• Only 6% of the companies DO use event-driven satisfaction research.

5. Retain and win back

• Targeting - campaign planning, multichannel integration, buying trigger identification – is buying in your sales force. Where, with whom, when and how are you doing this?
• Defining metrics, measurement and auditing is enquiry management. Who is doing this?