CJJJF Consulting Inc.                                                                      October 2009

Sales Strategy Assessment

    

Pyramid Market SegmentsSales ProcessAppendix

Table of Contents

2

Pyramid

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.

 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

Source: XYZ

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

Industry Growth by Project Type

The hotel segment is projected to have the highest growth within the construction industry in HK/Macau

# of projects

Rationale for Modifying the Sales Process

• 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

Establish areas where greater efficiency can be achieved:

Source: Interviews & Sales Log

Source: Interviews & Sales Process

Eliminate redundant steps in the sales process

Inefficiencies in sales processes

Current manual processes are time consuming which can be resolved through automation

Time spent on manual processes in the sales lifecycle (hours/week)

Source: Interviews & Sales Process

Automate the Sales Processes

List of solutions that can reduce time spent on manual tasks and assist sales team to manage day-to-day responsibilities: 

Source: Interviews & Sales Log

Solution Description Benefits

CRM

Document Management

Appendix

Workplan

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