Marginal Account Management – Major Brewery
Helping Major Brewery with Marginal Account Management
A major global brewer wished to develop a marginal account management strategy. They contacted Taylor Reach and asked us to design and develop a pilot project to prove the viability of the concept.
Taylor Reach Group worked with the client and field selling team to identify accounts whose revenues didn’t justify servicing with their outside sales force.
The principals of the Taylor Reach Group, implemented a marginal account mgmt. program for the major brewer.
The accounts were profiled and allocated to inside sales staff. The inside sales reps received custom training on product knowledge, sales skills and systems usage.
Taylor Reach designed the reporting and metrics which would chart the performance of the inside sales staff.
Within 12 months, more than a quarter of the ‘marginal’ accounts were achieving sales volumes above the ‘marginal’ threshold. We then worked to help the client migrate the inside sales team in-house.
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