Overview
A Strategic Repositioning Launches Growth.
Problem Encountered
This engagement
began with casual discussions about their "image" as portrayed in
their brochures. After reviewing their past brochures, we recommended
they better define their business focus and more effectively position
themselves for the fast-paced changes occurring in their marketplace.
Our Solution
A lengthy series
of developmental meetings were held with top management. These were
later extended to working with their regional managers. As a result
of these meetings, and various studies of their operations and markets,
a new positioning was developed for the company. A corporate mission
and credo were fashioned, and a precedent-breaking sales strategy
employing a money-back guarantee was instituted.
Only then, after
more than a year of consulting, was the corporate brochure completed,
incorporating the new positioning and guarantees. We were instrumental
in their acquiring new offices for the headquarters operation, restructuring
their top and regional management, and closing an unprofitable software
operation which was draining profits. After the initial year of
consulting, they requested that one of our principals work for them
half-time for six months in their offices for the purpose of implementing
recommended action programs.
Exploratory
selling trips in the field allowed our GSG consultant to assess
potential niche markets which resulted in the company concentrating
sales efforts in the governmental and public utility markets.
Results
Today,
the Government Services Group generates almost 45% of the companyˆs
revenues. After almost seven years, the net result of the repositioning
and refocused marketing effort is a company whose earnings have
grown more than 15% per year and more than tripled revenues. Just
recently the privately-held company sold at a premium to a large,
industry-leader, bringing substantial return on investment to its
stockholders.
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