The leadership team at a $2 billion manufacturer and distributor of automotive, commercial industrial lubricants and chemicals products was facing an increasingly competitive market, and as a result, instinctively knew it was missing opportunities for organic growth.
In a $200 million business unit focused specifically on automotive, with more than 3,000 customers and 2,000 products, the large field sales team spent most of its time with the top 20 percent of customers. Given the volume of accounts managed by each sales rep, reps were not detecting when customers were beginning to defect, let alone uncovering all of the potential cross sell opportunities in the customer base. In addition, they struggled to find opportunities to move customers to higher grade products.
This case study details how the manufacturer tackled these challenges by delivering highly-qualified cross sell and retention opportunities to the sales team. The end result? An annualized incremental revenue impact of $5 million.