Case studies

I feel very dependent on one customer and the worry is keeping me awake at night. Help!

The Proprietor of a £¼ million precision engineering company needed to increase his sales. Mainly to broaden his customer base to reduce his dependence on one particular customer but also to grow the business allowing him to invest in new equipment and remain competitive.

He wanted to take a practical, more structured approach to sales and marketing that he could adopt long after these new sales had been won. He wanted to put steady, effective sales and marketing effort into his business, rather than occasional ‘bursts’ when things got tough.

Starting with an initial project to identify the market sectors that would give him the type of business he needed, followed by a series of short sales coaching sessions, he now has a broader and far more balanced customer base which isn’t dominated by one customer.

The Proprietor no longer feels so vulnerable. He has increased business from existing clients and gained several new ones.

He also feels in control (of his sales and marketing), is selling confidently and much more effectively – i.e. more sales, more satisfaction, more sleep (!) and less frustration – all for the same effort.

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