Growing a business at any time is no easy task, but a strategy to achieve incremental sales and develop greater synergies with your distributor network is easier if you are working with like-minded people and companies on an exclusive basis, while introducing new products into the portfolio that complement existing brands.
It is vital to ensure that the values and proposition of your core brand, like Classeq, are not compromised. By their very nature, reliability, value for money, service support and training have a huge bearing on the progression of your customer base.
The internal/external sales and service teams also need to be on board so that these products receive the same emphasis and attention - otherwise the whole edifice can collapse. Get it right, though, with choice, planning and the introduction of new products, and the benefits are there.
David Smithson, CEO, Winterhalter