The topic of cross-selling is only one aspect of the current sales initiative entitled "New Way of Selling." What is the idea behind the "New Way of Selling"? And what exactly does that mean for Bischof+Klein? We talked to CSO Erik Edelmann about it. 

Erik, as the Chief Sales Officer, you are the sponsor of this project. What are we aiming to achieve with it?

E: Our primary objective is that we want to make our customers successful. We want to evolve together with them and help one another to progress.

How can we succeed in achieving that?

E: We have highly motivated and skilled staff in the sales department. We want to give them more scope so that they can concentrate on their central goals. To do that, we will work in a more structured manner and optimize our interfaces, for instance. The following essentially applies: cast off the blinkers and open up new scope for solutions together!

What are the most important aspects of the "New Way of Selling"?

E: I'd like to list five points: 1. Optimization of our account management to achieve maximum growth with our existing customers. 2. Structured lead generation for increased growth with new customers. 3. Expansion into new markets with new products by adapting the innovation process. 4. Improved sales controlling through targeted KPIs and regular checks. And point 5: We will establish a go-to-market model for Bischof+Klein. 

Can you please briefly explain this go-to-market strategy?

E: Gladly. I'd like to do that by comparing the present and the future.

At present, we subdivide our customers one-dimensionally into three segments. In the future, we will focus on customer needs and commercial potential.

At present, we invest a great deal of time in coordination due to different ways of working. In the future, we will have simple and clearly defined processes for each customer segment.

At present, we have few free capacities for acquiring new customers and developing promising markets. In the future, we will have more time for growth and the continued development of strategic customers.

Which customers are we particularly focusing on?

E: Our aspiration is to satisfy all our customers. However, we are taking their different needs into consideration more than ever before. Who would like to develop new markets and products together with us as an innovative pioneer? Who needs absolutely first-class service? With whom can we grow in the long term thanks to strong and trusting relationships?

What opportunities do you see for Bischof+Klein in cross-selling?

E: Not only the new employees are impressed by our unique product portfolio. That offers outstanding opportunities and makes us attractive to new and existing customers!

The success of the gallery walk about cross-selling spread like wildfire. A lot of employees who were not initially part of the target group spontaneously came to the events. We are now considering how we can offer this format on a regular basis for all interested parties. My wish is that we should take pride in what we are capable of achieving together!

How would you sum up the importance of the "New Way of Selling" for Bischof+Klein?

E: It is a holistic approach that combines technology, data-based analysis, and a customer-oriented mindset. For our sales processes, it promises increased efficiency in every regard. It is an indispensable contribution to our objective of future-proofness. A big thank you to everyone who is committing to this journey and ensuring our long-term success.