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Alcoa

Selling Value In A Commodity Industry

Challenges

  • Quick competitive response shortened and reduced the impact of premium pricing on new product innovations and introductions
  • Majority of the sales team had fallen into the order taker mode and were busy fending off competitive pressure to reduce pricing

Approach

  • Completed a sales diagnostic including process, competency assessment, customer interviews, and competitor analysis
  • Developed sales and marketing strategies to move behaviors from commodity based mind set and positioning to consultative high value sale with customers
  • Created and delivered sales training to communicate new process and positioning in a two day workshop event for the entire sales force
  • Provided follow-up consulting to help support reinforcement and performance management

Results

  • New sales process and positioning changed the dialogue with customers and focuses on value added
  • Sales force focuses on improving customer’s business and becoming a trusted adviser
  • Premium pricing on new products had greater staying power and customer insights provided fuel for RFP’s innovation pipeline

 

Case Study Alcoa BuyWay

 

Accelerating Growth At Top Speed

Challenges

  • Alcoa was experiencing limited financial success in the automotive market sector. Customers weren’t responding—even to price changes. They needed fuel for growth
  • Marketing focus was too much on themselves and they were not proactively targeting a broader audience by ignoring the customer’s customer –the car buyer
  • They were selling products and technical specifications, not benefits
  • They needed new go-to-market capabilities to get them back on the road to success

Approach

  • Conducted in-depth business case analyses and EMM diagnostics to determine which customers offered the greatest potential and what capabilities they had to deliver to them
  • Using science, not guesswork, we identified the best target customers, found their pain points, and developed a unique and differentiated value proposition that they could relate to
  • Developed relevant solutions that maximized growth and profit opportunities
  • Established automotive market sector lead teams to perform customer segmentation, identify top-20 accounts and tailor account strategies for each based on market research

Results

  • With a whole new discipline to align its capabilities, the organization now has a defined EMM roadmap for targeted growth
  • The focus is on a complete strategic solutions approach that leverages all of their resources and creates new opportunities for growth—all centered around new best friends: target customers
  • Since embracing EMM, they have been putting the pedal to the metal with more than $75 million in organic revenue growth already captured
  • Following this success and lessons learned, the company went on to embrace the EMM approach in their other key market sectors including aerospace, building and construction,transportation and industrial products

 

Case Study Alcoa BuyWay2

 

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