Our client is an Australian-owned skincare company. They are a family-run business that grows plants and manufactures them into natural skincare products for sale direct to businesses and consumers. They are a pioneer in creating natural, plant-based skincare products.
Background
The company had a well-recognised product but were struggling to scale their business. They lacked some top-level expertise in their leadership team. The current sales leader was a family appointment promoted into a leadership role and, while they were the best sales representative, they lacked sales leadership expertise.
Product sales were direct to businesses through independent pharmacies and healthcare stores. Our client had little penetration into major retailers, who hold the majority market share in this category, and they struggled to sell directly to customers.
The Opportunity
The business had a substantial sales team. However, the team was under-utilised and without clear expectations of KPIs or monitoring of performance. The newly appointed sales leader needed to build sales leadership capabilities and knowledge of sales skills, team behaviours, and sales processes.
The owner of the business engaged a Sales Director on a part-time basis to support the internal Sales Leader and build an effective sales strategy. In addition, as the business had focused on a small part of the market, a complete business review was undertaken to identify new markets and growth opportunities.
The Process
Initially, the business engaged a Sales Director on a part-time basis over 12 months. Key priorities included analysis of resources and channel strategies. Individual assessment of sales team capabilities included review of client visits and calls through to a reset of individual KPIs. Channel strategy assessment included review of client segments and geographic markets.
The Sales Director mentored the Sales Leader through this process, providing role-modelling and leadership. Finally, the Sales Director facilitated development of a baseline sales strategy by the Sales Leader, which provided a 12-month plan to align sales strategies and plans with business objectives.
One year later, a Chief Strategy Officer was engaged to lead a strategic Discovery Roadmap. A complete business review was undertaken to determine the key strategic imperatives to deliver sustainable revenue growth for the business. The business had grown substantially since the Sales Director had started, requiring a more advanced approach.
The Roadmap identified new market opportunities, including developing strategies to widen the client base by selling to major retailers and direct to consumers. In addition, a process was developed for expansion into international markets. The objective of the Discovery Roadmap was to define the strategy for the business to achieve category leadership in independent retail.
A Marketing Director was engaged by the business to implement the Roadmap.
The Outcome
Phase 1: Sales Director engagement
- Growth: Revenue doubled in 12 months and improved gross profit return
- Sales growth: Continued improvements month-on-month compared with prior years before specialist engagement
- Sales commission structure: Streamlined, reducing sales administrative costs
- Sales team performance: Established meeting rhythms and structure; management, monitoring, and performance aligned to sales targets by channel and geographic market
- Leadership: Mentoring of the Sales Leader increased capabilities, skills, and team performance
- Planning: Designed and implemented a 12-month plan to align sales with business objectives
Phase 2: Discovery Roadmap
The Roadmap delivered a robust two-year plan currently being implemented. One year after commencement, most goals and objectives have been achieved, demonstrating the development of the Sales Leader and sales team into a high-performance group. The business is now:
- Actively marketing online to business customers and consumers
- Distributing through large retail chains with further market growth expected in year two
- Distributing internationally
- A category leader with independent retailers
Engagement continues with sales and marketing specialists to deliver further growth.