An established building products company was chugging along with consistent revenue, but wasn’t growing at pace commensurate with a strong market economy. With new leadership on board, the owners sought to accelerate growth.
The market for their products was changing. Their customer and prospect base, a mix of residential and commercial builders, was in consolidation mode, with larger regional and national players buying up smaller operators. These larger customers elevated their vendor expectations in areas ranging from service delivery and quality to speed and technology. They also pushed aggressively on price.
Our client was pursuing an ambitious growth strategy that included acquisitions. They needed to complement those acquisitions with organic growth. The organic growth opportunity in our client’s geography was certainly ripe for the taking, but with smaller shops competing aggressively on price, our client had to distinguish their business from others.
We started with market segmentation and looked at where our client could best compete for growth. Through a collaborative process we identified the larger residential builders who were capitalizing on growing housing demand in the southeast. These larger builders where looking for both efficiency and quality service at scale. Price was only one piece of their decision.
From there we clarified our client’s value proposition, positioning them as the supply partner that matched the professional expectations of these larger customers. We articulated the substance of our value proposition in a set of customer expectations. These expectations formed the basis of both the customer experience and internal guidelines for living up to the value proposition.
We introduced an account-based marketing and sales approach, recognizing that these prospective customer organizations had multiple decision influencers, who each had different responsibilities and priorities in the sales process. We conducted training on ABM and social selling, while working with sales team leaders on sales and marketing strategies.
Capitalizing on early acquisitions and armed with a differentiated value proposition, the client more than doubled revenues over a three-year period. They established their company as the go-to trade partner in the region, laying a foundation for further expanding client relationships into new products.