Positioning Strategy for an Architectural Products Company
Background and Challenge:
Our Client, an international architectural product manufacturer, was losing important late-stage sales opportunities. This was having a negative impact on sales force retention, customer acquisition costs and growth. The company asked BluePrint Consulting to analyze their competitive position, evaluate their messaging, determine specific strategies to drive customer acquisition, and to determine best practices for sales.
Approach and Recommendations:
BluePrint Consulting established a cross-functional Tiger Team to define the problem. With a clear understanding of Critical-to-Success criteria, we analyzed the buyer process across all phases of project development, including procurement policies of corporate users, and the bidding and procurement processes of general contractors and construction managers; as well as sales practice for channel partners.
Through primary research and interviews of market participants to gain perspectives on the competitive environment, customer preferences and perceptions of the client’s business, a three-part solution was developed:
Results:
Acting on BluePrint’s recommendations, the Company has realized double-digit annual growth, improved conversion rates, and increased sales team retention. An annual planning process has been implemented to guide on-going strategy discussions and ensure implementation of the sales plan.
Our Client, an international architectural product manufacturer, was losing important late-stage sales opportunities. This was having a negative impact on sales force retention, customer acquisition costs and growth. The company asked BluePrint Consulting to analyze their competitive position, evaluate their messaging, determine specific strategies to drive customer acquisition, and to determine best practices for sales.
Approach and Recommendations:
BluePrint Consulting established a cross-functional Tiger Team to define the problem. With a clear understanding of Critical-to-Success criteria, we analyzed the buyer process across all phases of project development, including procurement policies of corporate users, and the bidding and procurement processes of general contractors and construction managers; as well as sales practice for channel partners.
Through primary research and interviews of market participants to gain perspectives on the competitive environment, customer preferences and perceptions of the client’s business, a three-part solution was developed:
- A global positioning and differentiation strategy
- A well-documented sales process, new hiring strategy and sales training program
- A content messaging strategy
Results:
Acting on BluePrint’s recommendations, the Company has realized double-digit annual growth, improved conversion rates, and increased sales team retention. An annual planning process has been implemented to guide on-going strategy discussions and ensure implementation of the sales plan.
