Sales Strategy Assessment

CJJJF Consulting Inc. October 2009 Sales Strategy Assessment

Table of Contents Pyramid Market Segments Sales Process Appendix 2

Situation ARDEX is a provider and producer of high quality specialist construction materials that are sold through various channels to several different market segments. Complication Growth is slowing in the commercial construction industry in the HK region. Pyramid

Question How can ARDEX Hong Kong increase sales and profits through its sales strategy? Recommendations In order to increase profits and sales ARDEX HK should: - Focus primarily on the hotel and (TBD) segments as the preferred project types - Eliminate sales process inefficiencies

Rationale for Market Segment Recommendation • Sales within the hotel and X segments generate the highest average profits per project • Sales within the hotel and X segments require the lowest average man hours per deal • The hotel and X segments are projected to have the highest growth within the construction industry in HK/Macau • Rationale for Sales Process Recommendation • Current manual processes are substantially more time consuming than suggested automated processes • Eliminating redundant steps in the sales process will allow sales people to devote more time to client relationship management

Market Segment Mix By Project Type (1st half 2009) Sales in the hotel segment bring in the most average profit per project Source: XYZ

Segment profits and resource usage (By Project Type) Sales in the hotel segment achieve the highest profits per man-hour Source: XYZ

Industry Growth by Project Type # of projects The hotel segment is projected to have the highest growth within the construction industry in HK/Macau

Rationale for Modifying the Sales Process Establish areas where greater efficiency can be achieved: • Improve hand offs to minimize miscommunication • Remove sales task redundancies within the sales team - savings of x hours • Establish approval thresholds to decrease hold ups in the sales process • Reduce the turnaround time by x days for contractual review and approval Source: Interviews & Sales Log

Inefficiencies in sales processes Eliminate redundant steps in the sales process Source: Interviews & Sales Process

Time spent on manual processes in the sales lifecycle (hours/week) Current manual processes are time consuming which can be resolved through automation Source: Interviews & Sales Process

Solution Description Benefits CRM Document Management List of solutions that can reduce time spent on manual tasks and assist sales team to manage day-to-day responsibilities: Automate the Sales Processes Source: Interviews & Sales Log

Appendix

Issue Hypothesis Analysis Data Sources Task Owner Due date Status Project Kick-off Project kick-off will level set the expectations and objective of the project between the team and the client. Client Jana 26-Sep Complete Assess Market Channels Ardex can increase sales by 5% by selling directly to customer. research on market channels that are available and which are better sources for product awareness and distribution manager, salesperson, customer, documentation, industry best practices Conduct interviews, gather data, analyze data Fabrizio 14-Oct In Progress Assess Market Segments Ardex can increase sales by 5% by selling through partners. research market segments that are growing over the next 5-10 years manager, salesperson, customer, documentation, industry best practices Conduct interviews, gather data, analyze data Jana/Craig 14-Oct In Progress Assess Current Sales Processes Ardex can increase sales by 5% by focusing on single type of developer analyze the current process. Check for manual processes, redundancies, manager, salesperson, customer, documentation, industry best practices Conduct interviews, gather data, analyze data Jen 14-Oct In Progress Assess HR impact Better HR recruiting and rewards to sales team will increase sales performance by 5% High level review of compensation. Compare to other sales models in the same industry manager, salesperson, customer, documentation, industry best practices Conduct interviews, gather data, analyze data JT 14-Oct In Progress Analyze Future State Recommendation Using current state findings, create a list of recommendations and prioritize that will help Ardex increase sales by 5% current state findings Create a list of the recommendations for Ardex Team 14-Oct In Progress Build Future State Recommendation Using future state design, build the recommendation that will help Ardex increase sales by 5% current state findings Select the recommended actions Ardex should implement Team 20-Oct In Progress Present recommendation Recommendation will offer prioritized actions for increasing sales by 5% current state findings Create ppt deliverable Team 21-Oct Open Workplan

Sales Strategy Assessment