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Air Purification Systems: Building Sales Infrastructure to Expand into a New Channel

Executive Summary

A Chinese company, in business for seven years, selling Air Purification Systems with staff in Beijing, Shanghai, and Hong Kong, wanted to pivot from a solely business to consumer (B2C) model (home and retail) to adding a business to business (B2B) sales team and market strategy. The staff in the three locations were not communicating well and lacked consistency and process, so they hired a Fractional Sales Consultant to put the processes and tools in place to transition into a new market channel.

The Big Win

Expanded from a B2C business model to include a successful B2B sales infrastructure and strategy, growing sales $600K in an eight month time frame and enabling the owner to sell the business for a significant profit.

HVAC Case Study

Challenges

  • Three locations operating as separate organizations
  • Lack of communication and collaboration
  • Mix of expatriates and local Chinese employees with limited English-speaking capabilities
  • No pricing consistency across the three markets
  • Differing exchange rates between countries
  • No customer relationship management (CRM) tool
  • No sales leadership, management, or oversight

Solutions

  • Implemented Pipedrive CRM
  • Selected Align Today for remote communication and task assignments
  • Found a video communication tool for mainland China and Hong Kong (government restrictions)
  • Created a sales plan and forecast
  • Established metric and key performance indicators (KPIs)
  • Scheduled weekly sales meetings
  • Met with sales team one-on-one
  • Developed a sales process with sales stages and close probabilities

Testimonial

Our Sales Xceleration consultant was able to quickly make a significant impact by implementing sales tools such as Pipedrive CRM and Align Today throughout the company. He did this remotely via video chats since he was ~6K miles away with a 15-hour time difference. I would recommend him to any company that needs a sales infrastructure built or that needs sales management help.

— Jason Williams, COO

Results

  • Fully developed new channel market and strategy
  • Retrained B2C salespeople to sell to B2B market
  • Increased overall sales
  • Owner sold company for significant profit due to market pivot

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