The training business was trading well with a healthy turnover and good profits; owned by the MD who worked part time. They had, however, fallen into the trap of having three major clients that accounted for 80% of their income and one of these contracts was coming to a natural end. The loss of this client would in a matter of months result in the business trading at a loss. This focused the MD's attention on sales activity!
The existing sales strategy was at best vague with little or no effective sales activity taking place; sales staff were either inexperienced or focused on other areas in the business. Something had to happen quickly, it had to be achievable with inexperienced employed staff and the sales budget was very limited.
Following rapid assessment of the business strengths we proposed a sales approach that capitalised on the existing specialism of the business. This used our recommended external sales expertise with little cost of sale and involved training delivery utilising technical expertise which the business had with new associate trainers that could co-deliver a brand new and fully tailored training product to their niche marketplace.
Existing clients were the first target to achieve rapid profitability but these new products opened up a new range of clients in complementary sectors.