Case Study: Optimizing Dealer Network Engagement
Client Overview
Our client is a global leader in the manufacturing of professional cleaning equipment. Their Americas region is a significant contributor, accounting for approximately 28% of their annual revenue. This revenue is primarily generated through a robust 3-Tier Dealer Network. Our client made a strategic decision to refine their sales approach, opting to use Outside Sales Representatives (OSRs) to support and manage their high-value Tier 1 and Tier 2 dealers, while establishing an inside/remote sales team to manage their Tier 3 dealers.
Our Program
We developed a specialized account management program designed to provide dedicated remote inside sales support to the 1,600 Tier 3 dealers. Our approach began with in-depth data mining and analysis to gain a comprehensive understanding of dealer types and sales trends. This analytical work allowed us to categorize the data effectively, leading us to create 8 distinct treatment call strategies. Examples of these strategies include:
Introduction: Focused on initial introductions and a broad evaluation of the Authorized Dealer account's engagement level.
Concierge: Aimed at accelerating account growth for high-performing dealers with significant potential, achieved through proper activity prioritization.
Major Win-Back: Designed to address and re-engage top declining accounts with losses exceeding $50k, to recover lost revenue and promote renewed growth.
Results to Date
Since the program launched, our Emerge team has completed 13,705 activities. These efforts have generated $877,000 in sales opportunities and $302,000 in closed sales.
Future Program
While we have seen success with the program, we also uncovered certain challenges in effectively handling the Tier 3 Dealers.
Furthermore, much of the original data initially provided was found to be inaccurate, necessitating significant clean-up and a re-run of our analyses.
Emerge will assist the client in reassessing this data and refining the treatments for the call strategies to ensure continued optimization and growth.
