Creating a Buying Process
Strategist, Project Manager & Writer
A construction and OEM supplier built four generations of business on its customization capabilities, but lacked a strong market position and a streamlined buying process. Customer and employee surveys and interviews clarified the company’s value, identified buying pain points, and developed ideal customer profiles. A competition audit illustrated differentiation opportunities. A customer-to-product map developed a series of product lines with top sellers, buying options, and key messages. A new website communicated new positioning and product lines. Combined with other strategic initiatives, the company is in sales growth and beginning to launch a sales improvement process and a lead generation campaign.