Schoonmaakorganisatie Wouters, ChemDry Wouters and Wouters Blaas- en Zuigtechniek together form a versatile organisation based in Groesbeek, the Netherlands. The companies provide both regular and specialist cleaning services, as well as solutions for moving materials using vacuum and blowing technology.

As the different business activities continued to grow, the need for greater direction, structure and alignment became increasingly clear. Not only within sales, but also in the collaboration between departments and in the way employees work together to serve customers.

The Challenge

Wouters has extensive expertise, a broad range of services and significant commercial potential. At the same time, the growth of the three organisations called for clear strategic choices.

Which markets and customers should Wouters focus on? Which customers are a good fit for the organisation, and which are not? How can the commercial approach be further professionalised? What is needed to define responsibilities more clearly and improve collaboration between departments? And how can the different talents within the management team be utilised to their full potential?

To answer these questions effectively, Sales Improvement Group started with a comprehensive Sales Improvement Analysis. The challenge was not only to provide recommendations, but also to immediately establish a solid foundation for further growth.

The Solution

The Sales Improvement Analysis was carried out by Sales Improvers Léon Heijneman and Loes Smits, together with Sales Trainer Michiel Teunissen. Based on the analysis, a practical action plan was developed. Wouters and Sales Improvement Group then immediately began implementing this plan together.

The first step was to define a clear strategy for the years ahead together with the management team. This included making specific choices about the markets and customer groups Wouters wants to focus on. It was also determined which customers and enquiries fall within the commercial scope and which will deliberately not be pursued. This enables the organisation to deploy its time, people and resources more effectively.

Based on this strategy, the organisational structure was then reviewed. Roles, tasks and responsibilities were clarified and documented in job profiles. This has given employees greater clarity about their own contribution and what they can expect from their colleagues.

To further strengthen collaboration within the management team, talent assessments were conducted for all management team members. Based on the results, a joint team profile was created. This profile provides insight into each management team member’s natural talents and strengths, the role they fulfil within the team and the contribution they make to the organisation.

The sales process was also optimised. Improvements were made to the commercial approach, collaboration between departments and the follow-up of customers and opportunities. Proposals were professionalised to better reflect customer needs and more clearly demonstrate Wouters’ quality and expertise.

In addition, recommendations were provided for optimising the systems in use and automating inventory management. These improvements are intended to help the organisation work more efficiently and gain greater insight into processes, customers and results.

Finally, employees who regularly interact with customers received training in commercial and communication skills. As a result, they are better able to recognise commercial opportunities, ask more targeted questions and advise customers more professionally. They continue to benefit from these skills every day.

The Results

• A clear strategy is in place for the years ahead.
• Clear choices have been made regarding markets, customer groups and commercial priorities.
• The organisation is better able to determine which customers and enquiries are a good fit for Wouters and which are not.
• Roles, tasks and responsibilities have been documented in clear job profiles.
• The talent assessments provide management team members with insight into their own talents, strengths, preferred working style and contribution to the organisation.
• The joint team profile shows how management team members complement one another and how each person can contribute based on their individual strengths.
• There is greater understanding within the management team of differences in communication, behaviour and decision-making.
• The sales process and commercial approach have been professionalised.
• Collaboration and handovers between different departments have improved.
• Proposals are better aligned with customer needs and communicate Wouters’ added value more clearly.
• A concrete set of recommendations is in place for optimising systems and automating inventory management.
• Employees who interact with customers have stronger commercial and communication skills.
• A stable commercial and organisational foundation has been established, providing Wouters with a strong platform for further growth.

Significant Potential for Further Development

Wouters continues to grow, despite challenges relating to staffing levels. The chosen direction has been set and is being maintained throughout the organisation. This creates greater focus and clarity in day-to-day operations.

The shared strategy, clear allocation of responsibilities and greater insight into the talents within the management team enable people to work more effectively from their individual strengths. This not only strengthens collaboration within the management team, but also has a positive impact on the rest of the organisation.

There are still many opportunities to further develop the organisation, its systems and its commercial approach. The most important foundations are now in place: a clear strategy, a more professional sales approach, a management team that makes better use of each other’s talents, and employees who understand the contribution they make to both the customer and the organisation.

Wouters therefore has a strong starting point for its next phase of growth. The potential for further development is significant.