Seit vielen Jahrzehnten ist der mittelständische Champion in der Herstellung von Schnecken- und Kettenförderern international äußerst erfolgreich. Allerdings wird das Geschäft in den Kernbranchen Zucker und Getreide schwieriger und die Abhängigkeit von Planungsbüros im Vertrieb ist groß. Es gilt, weitere Anwendungsbereiche für die bestehenden Produkte zu finden und in diesen die typischen Kunden und ihre Bedarfe zu verstehen. Weiter müssen Vertriebsgebiete definiert und dazu die konkreten Unternehmen identifiziert werden, die in der direkten Akquise als Zielkunden gewonnen werden sollten.
NEUTRUM is used to determine which industries and types of companies would be interesting as potential customers internationally – and how to approach them in a meaningful way. Target industries and potential use cases are identified, and aspects that are particularly important in that industry have been made clear. After assessing the product-market fit for existing products, NEUTRUM is used to determine the best segments–exactly what engineers and buyers look for when looking at new technology. The tool estimates how many potential customers are in the market, how the volume of demand changes over time (trends) and how intensively competitors are courting prospective customers. The most attractive target countries and regions are thus defined. Using another service of NEUTRUM, competitors within these markets and their market strength, sales channels and budgets are analyzed in more detail. For the most promising regions – with high demand and beatable competition – NEUTRUM identifies the right target customers: Companies with the right industry and use cases, along with an estimate of local demand, etc.
Based on the analyses with NEUTRUM, the manufacturer completely realigned its sales within its existing product offering within twelve months, identified and rapidly acquired new customers. It built up new customer references in the new target industries with new use cases. As a result, the company has continued to grow profitably despite declines in its core segments. It has further built up its in-house sales expertise.
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