Challenge PcP Benelux:
The challenge of fundamentally strengthening our commercial organization
PcP Benelux is part of the international PcP Group and a specialist in high-quality grating systems, stair treads and structural steel solutions for industries such as construction, offshore, infrastructure and manufacturing. With extensive expertise in engineering and production, the company delivers customer-focused solutions that combine safety, sustainability and efficiency. From its office in Oudenbosch, PcP Benelux serves the entire Benelux market.
At the end of 2022, we realized that our commercial approach no longer met the demands of today’s market. Our way of working was too reactive—rooted in strong technical expertise, but lacking structure and direction in our sales efforts. Our focus was too heavily on products and not sufficiently on the customer. We wanted to move toward a more proactive way of working, with customer focus and strategic guidance at the core.
In addition, we needed to make sharper choices in our market approach. The complexity of our markets required more focus and clear segmentation, enabling our teams to operate with greater direction and ownership. In short, we faced the challenge of fundamentally strengthening our commercial organization.
Together with Sales Improvement Group, we embarked on this transformation. What immediately stood out was their practical and results-oriented approach. We began by establishing a clear commercial strategy, translating our propositions into concrete Market Product Combinations (MPCs). This provided our teams with the focus they needed.
We also shifted from a technically driven approach to a far more customer-oriented way of working. Customer intimacy is now a structural part of our methodology. Our teams learned to engage the market more proactively, build stronger relationships, and demonstrate true commercial ownership.
What we found particularly valuable is that this was not a one-time exercise. Through an annual recalibration and refinement, we continue to stay sharp and relevant.
The transformation we initiated together with SIG has had a significant impact. We now work with greater focus, are better aligned with our markets, and see a clear improvement in the effectiveness of our sales efforts. Our teams have grown in their commercial roles and operate with increased confidence and direction.
This did not go unnoticed within the group: our sister company in the United Kingdom is now also working with SIG.
We experienced the collaboration with Ewout den Hartog as exceptionally pleasant—open, reliable and sharp. We confidently continue this partnership. As far as we are concerned, Sales Improvement Group comes highly recommended!
Evert Luijk
Managing Director, PcP Benelux
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