Case studies

Delegation of new business development from MD to BDM

Background
A supplier of commercial credit insurance policies expanded their team to take on a full-time Business Development Manager (a role filled by the co-owner for the past 18 years). This leap of faith required immediate results, underpinned by detailed sales planning and monitoring and a full understanding of “how” these targets would be met?

Desired Outcome

• A detailed plan of scheduled activity – a “what, how and by when?” document which all have signed up to

•  Clearly defined channels of communication – including how to monitor, encourage and support remotely

•  Identification of any gaps in sales knowledge and how to plug these as swiftly as possible

• Early evidence that the delivery of “new business” is on track

Actual Outcome

• From a simple staff induction brief, the company went on to deliver their goals on target and to planned timescale

• The MD was mentored in how to line manage this newly created role

• As a result of tighter tracking of activity, the team was further expanded taking on another staff member to service the additional new business

• Despite the insurance policy market peculiarities of low sales volume and long lead times, strategies were implemented to guarantee results

How long did this take?
6 X 1.5-2 hour sales coaching sessions with both the past and present sales personnel. This was interspersed with telecoms and e mails with both parties.

The project took place over a 12 month period

Follow-Up
As targets were met and new more ambitious one set for next year, further coaching is underway with a session/ quarter.

What the customer had to say:
Ann quickly relates to the challenges of her customers whilst introducing fresh ideas. Her innate ability to remain focused and calm is what endeared her to us – so much so that we intend to use her services again as we drive forward with Phase 2 of our expansion.

Tom Rolfe MD – LDPA Credit Insurance

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