Shifting From Reactive to Proactive in Customer Outreach

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Case Summary

Our client was a pet, lawn and garden supplies marketer and producer that wanted to transform its customer outreach from reactive to proactive, uncovering revenue opportunities and improving its market share within its existing customer base. Symmetrics Group developed a common sales methodology and worked alongside the field sales team to help support and reinforce these new processes and behaviors.

Business Challenge

The company was a leading innovator, marketer and producer of quality branded products for consumer and professional use in the lawn and garden and pet supplies markets. The company has primarily grown through their 40+ acquisitions and decided to shift from acting like a portfolio of companies to performing like a portfolio of brands.  A key component of this shift is to change how the sales organization approaches its customers’ needs to drive new revenue opportunities and growth. Originally, the sales team took a reactive approach to customer interactions. The goal was now to transform this approach to a more proactive, consultative approach, with a more methodical approach to account planning and analysis. By doing this, the client could better recognize potential revenue opportunities and drive greater organic growth through increased market share within its existing customer base.

Symmetrics Group Approach

Symmetrics Group began by developing a client-specific “Way of Selling” that would act as the common sales methodology across the company and trained all sales teams on this approach.  Once the training was complete, Symmetrics Group went into the field to not only drive the account planning process, but also to actively coach and reinforce the new methodology in customer-facing sales meetings. This gave sales team members the onsite support and direction as they adjusted to these new processes. Finally, Symmetrics Group delivered ongoing reinforcement tools such as brief webinars, meetings-in-a-box for sales leaders, and “tips and tricks” communications to provide ongoing coaching that would enable long-term process adoption.

Results

The new methodology has already begun to bear fruit for the company. Our client has seen new product placement and new product store tests at multiple growth accounts within the Garden division, occurring as a result of the new sales approach.

Testimonial

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