profitabel toplinjevækst gennem mer- og krydssalg: sådan analyserer du potentialet af kundebasen...

1CBS Competitiveness Day© Andersen & Ritter 2015

Præsentation & Invitation til Forskningsprojekt

Profitabel Toplinjevækstgennem Mer- og Krydssalg

Thomas RitterProfessor of Market Strategy and Business DevelopmentDepartment of Strategic Management and GlobalizationCopenhagen Business SchoolKilevej 14a – DK-2000 Frederiksberg+45 3815 2121 – [email protected]

Henrik AndersenDirektør

Andersen&PartnersFrederik 7 vej 25DK-3450 Allerød

+45 4828 3125– [email protected]


The starting point of every business is its customers– and an understanding of these customers’ needs

Arthur Ashe


ABC Customer Classification anno 2015

Sales volume

Low (50%) Middle (30%) Top (20%)

Pro

fit m

argi

nLo

w (5

0%)

Mid

dle

(30%

)To

p (2

0%)

A A+

A

B

B

B

C

CC-

1

2

3

45

1

2

3

4

5

We must grow with our best customers, our A+ customers!

But do A+ customers have growth potential?

We must build lasting relationships with our best customers!

But do they want a relationship?

We must make all customers profitable!

But can they all become profitable?


Growth in top line, in loyalty and in bottom-line go hand in hand – provided we can deliver to customers’ satisfaction!

Beverages Tobacco Groceries Leisure HouseBeautyCustomer A




Beverages Tobacco Groceries Leisure HouseBeauty

Fulfilling customers'

needs:product groups

+ Topline+ Loyalty+ Bottom- line

Swing

Selective

Ready to cook

True loyal


Battle for customer share and market share: Allocation of scarce resources

Current sales

Additional sales at current customers

Customer acquisition -Potentials at

non customers

Total marked

• Up-sales• Additional sales

• Replenishment

• Cross sales


The business case for cross sales is compelling!Cross selling amplifies the overall profit

+ 9 %

Topline $ Customer profitability %

+ 3%

+ 3%

+ 3%

x%

Selective Swing Ready to cook True loyal


Six-Pack Customer Portfolio Model – finding the right box and the right strategy for a customer

Skeptics

Cherry pickers

Potentials

Trueloyalists

Cowboys Time banditsNon-profitable Customers

Profitable Customers

Additional sales

Loyalty

(Ritter & Andersen , 2014)


Calculating additional sales potentials based on ”worst demonstrated practice”

27% 20% 12% 13% 6% 14% 3% 0% 0% 5%

Customer

Country

market

Type

Total NO

Ks

Fenders F01 - F4

Buoys A0 - A4 / HL1 - HL3

Fenders F11 - F13 / Buoys A5 - A7

Fenders F5 - F8

Buoys CC / CCE / CCD

G series

Other

Floats / tablets

Flowsafe/ Tess

Fenderlists

Marina d.o.o. Kroatia Bo Lo 2013 sales 707.526 189.324 133.801 211.836 64.400 0 98.879 9.285 0 0 0Kroatia Bo Lo Max sales 0 0 211.836 0 0 0 0 0 0 0Kroatia Bo Lo Potential 1.738.140 467.653 355.578 211.836 221.133 96.382 242.687 48.547 0 0 94.325Kroatia Bo Lo Additional sales 1.030.614 278.329 221.777 0 156.732 96.382 143.807 39.262 0 0 94.325Kroatia Bo Lo % Add sales/pot 59% 60% 62% 0% 71% 100% 59% 81% 0% 0% 100%Kroatia Bo Lo Ver. Add. Sales 1.030.614 278.329 221.777 0 156.732 96.382 143.807 39.262 0 0 94.325

True loyal sales distribition


Golden Opportunities

• segment

Segment: Water

Customer type: End-user (agent, distributer, contractor, consultant, )

Six-Pack: Portfolio overview

Sales & Marketing – Learning & Relating

Marked: NL

Sales & Marketing– Prioritizing & Shaping


The profitability/growth trap - leave non-profitable customers to competitors

% of sales

Customer profitability0


The ABC trap- allocation of scarce resources

A BC

Decreasingprofitabilitybut increasing additional sales potentials


Invitation til et forskningsprojekt

HEAT Growth Project: Harvesting Existing Accounts’ Turnover Potential Profitabel toplinjevækst gennem mer- og krydssalg:

Optimeret udnyttelse af virksomhedens eksisterende kundebase

Projektet er delt op i 4 faser fordelt på kompetenceudvikling og erfaringsdeling på fællesmøder med deltagelse af de øvrige deltagere samt på individuel coaching i egen virksomhed.


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profitabel toplinjevækst gennem mer- og krydssalg: sådan analyserer du potentialet af kundebasen...

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