LKAB Minerals is the world's largest producer of magnetite, a heavy mineral mined in northern Sweden. The Moerdijk location is responsible for selling it in the Benelux, France, Spain, and Portugal, and also serves as a storage and transit point for sales outside this area.
LKAB Minerals is the world's largest producer of magnetite, a heavy mineral mined in northern Sweden. The Moerdijk location is responsible for selling it in the Benelux, France, Spain, and Portugal, and also serves as a storage and transit point for sales outside this area. Due to a recent reorganization, Yvonne Dirken, Director, faced the challenge of making the location profitable again. She realized that there was room for improvement in commercial aspects and sought the assistance of Sales Improvement Group.
"Improvement on multiple layers in the organization"
The Sales Improvement Analysis revealed several areas for improvement, including translating the corporate strategy to the Moerdijk location, creating Product Market Combinations, personal sales plans, and Sales Funnels. First, they looked at what could still be achieved with existing customers. After all, a sales cycle in this industry can easily take one and a half to three years.
In addition, a customized training program for the mainly technically skilled employees was developed by the Sales Trainer, with a focus on better understanding the customer and building a better rapport.
Personal coaching of Yvonne, whose experience was mainly in Finance, provided her with more knowledge and expertise regarding the sales process and the role of Sales in it, enabling her to better manage the Sales team. In addition, a jointly developed Sales Dashboard gave her more insights and guidance.
"More projects and the goal of two years with 15% growth has been achieved"
After a six-month period, there was an increase in the number of projects in the Sales Funnel by the end of 2017, and in 2018, the goal of (twice) 15% growth will be achieved. Moreover, there is a clear sales strategy that is implemented in the organization's meeting structures, and the sales team has tools to improve customer contact.
"I now have more control over Sales and even enjoy going to customers with my Sales team from the Multi-Level strategy."
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