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International Pump ManufacturerHistory Challenged with increasing market share, our client was looking to reach new customer segments for existing as well as new applications for its product. The manufacturer had a network of exclusive representatives and distributors serving their core pump business but needed to know if they could reach new customers. Our Process The first step was to interview potential end users outside the manufacturer's existing customer base to understand application requirements, how they bought pump products and through what channels. Once we had an understanding how the potential new customers' sourced product, we analyzed the client's existing representatives and distributors to understand their capabilities and interviewed other distributor channels identified in our end-user interviews. The results of this analysis indicated that not all of the new opportunities could be reached through the existing distribution network and that new distribution channels would be required to achieve growth objectives. Opened New Distribution Channels Frank Lynn & Associates identified and profiled other distribution channels that could reach customers who were likely to need the client's new pump applications. To maximize the opportunity through these new distributors as well as existing, Frank Lynn & Associates designed a number of policy programs and discount structures to gain full channel support in selling the applications. Working with the client to help implement and allocate resources in order to achieve their growth objectives was a key element of our effort and netted significant results -- The client tripled sales volume within eighteen months. |
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