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Case Study Sales of Innovative Products: Setting up a New Direct Sales Channel opens new Customer Groups

Innovative new products always pose new challenges for companies. The market practice pursued so far often does not allow the new target group to be covered for the new product. Often, these cannot be achieved by the existing sales partners, since they operate outside the existing end customer segment.

Also one of our customers, a leading company in life sciences, was faced with this situation. They commissioned us with a feasibility study and in the following with the development and setting up of a direct sales channel. Direct market access was considered as an opportunity to further strengthen the brand and to expand market shares.

At the beginning of the project, the goals that should be achieved by the direct sales team were defined together with our client. Based on this, we developed first options for direct sales, including sales channels and sales functions (e.g. lead generation, customer support and order generation).

Subsequently, a feasibility analysis was carried out to quantify the opportunities and risks of the new sales channel. We evaluated market reactions and worked out a rough concept for dealing with possible negative reactions.

After the implementation decision was made, the concept of direct sales was worked out in detail together with our clients and the implementation including prototypical tests was planned.

The decision to establish a direct sales organization was made more difficult by resistance of the existing sales partners. It was therefore of particular importance to develop a communication concept and to involve all stakeholders.

To enable an implementation of the direct sales, we also supported our clients through a consistent project management and the assumption of specific implementation tasks as well as interim management (together with Professionals on Demand).

Direct sales were successfully implemented through a multichannel concept (online sales and service field-sales). We also succeeded in overcoming resistance by the involvement of all sales partners from the beginning.

 

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