CASE STUDY 18
MANUFACTURING AND DISTRIBUTION
AllShelter are an Australian owned manufacturer of mobile shelters designed for the Mining, Industrial, Construction and Agricultural industries. Operating for over 30-years, they distribute products throughout Australia, Asia, Africa, Europe, and North America.
AllShelter had noticed changes to the volume and value of opportunities in their sales pipeline. The number of large and more complex sales opportunities had grown to represent more than 50% of the overall value of the pipeline. This segment of opportunities required a longer sales cycle as compared to other prospective customer groups and the segment had a lower win-rate as compared to other segments. As a result, monthly sales results decreased, and overall business performance was impacted. Whilst the sales opportunity pipeline was full of large opportunities, year-to-date sales results were significantly below budget. On a month-by-month basis, sales and budget forecasting were strong for each month but sales conversion slowed without indication of blockages.
Strategic Specialists Group were engaged to undertake a review of the sales function of the business.
Strategic Specialists Group placed an experienced Chief Sales Officer in the business to analyse the structure, resources, processes, systems, and the sales pipeline. Analysis of the pipeline would include a review and diagnosis of the opportunity value, volume, quality, and conversion probability.
The Chief Sales Officer (CSO) was engaged on a part-time basis to work in the business with the sales team. To conduct the review and analysis the CSO introduced a weekly sales team meeting to review win/loss ratios and sales forecasts against budget. Through this process the CSO introduced the Sales Opportunity Analyser Planner system, which was used to refine the sales review and align the sales process with the business strategy. A three-phase approach was undertaken:
A review of the business’ sales and marketing capabilities identified five key priorities:
“Implementing a winning sales process with the opportunity analyser helped us to identify the deals we were going to lose and gave us the courage to take action that we otherwise wouldn’t have taken. By following the process to document our actions, we now feel we are giving our best on each opportunity. It’s great to see the sales team embrace this new process and system and to see the results so quickly.”Managing Director | AllShelter