case study
Transform Sales by focusing on Sectors and Markets
THE CLIENT
Lydiastar Limited: Telecom company offering worldwide data messaging services.
London based subsidiary of DHL with £15m revenue.
THE CHALLENGE
A significant opportunity had been identified across the Middle East region, which the company had failed to exploit after a couple of false starts over the previous three years. The region accounted for a negligible share of total company sales.
The team consisted of 4 people who, although capable, were unfocused and demotivated.
The CEO required someone to:
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Drive sales to monetize the opportunity.
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Open up new business with large customers beyond UAE, Bahrain and Oman.
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Restructure pricing and discounts to optimize profitability.
THE SOLUTION
Direction, focus and monitor:
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Allocated clear geographic responsibility to 2 sales people for 2 key areas. The remaining areas were my responsibility; where I sold into the first customers, then recruited and trained sales people to follow through on defined prospects to deliver results quickly and consistently.
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Targeted organisations with an international telecom bill greater than £1,000 per month. Converted with a compelling offer based on cost and operational savings.
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Identified the opportunity was concentrated in two market sectors – shipping and finance.
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The Shipping sector was the initial focus for all territories because they were able to make quick decisions, resulting in a rapid uptake in sales.
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The Financial sector followed. Although a greater opportunity, it was slower to respond.
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A campaign was developed in co-operation with DHL once we had established credibility with them in each country, allowing us to leverage sales into many of their major accounts.
THE RESULTS
Generated sales for the Middle East to become the largest and most profitable region in less than 3 years:
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£4m revenue (over 25% of total company sales) and £2.5m gross margin, accounting for more than 50% of EBITDA.
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Opened and developed new markets in Saudi Arabia, Kuwait, Egypt, Jordan and Greece, in addition to growing the original markets of UAE, Bahrain and Oman.
“Mike made an immediate positive impact on the business. He created a sense of urgency with a clear, structured approach. He led his sales team from the front into targeted prospects. I can fully endorse him as a sales professional to any organisation wanting to significantly improve sales and profitability.
The sales results were outstanding beyond expectations, to the extent both the Middle East and the Shipping sector became core assets of the business.
Michael Wolff, CEO Lydiastar