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:

1. Introduction: Focused on initial introductions and a broad evaluation of the Authorized Dealer account's engagement level.

2. Concierge: Aimed at accelerating account growth for high-performing dealers with significant potential, achieved through proper activity prioritization.

3. 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.