As a one-stop supplier of spare parts, technical services and business solutions, Kramp is the essential partner in the agricultural parts & accessories market by having a strong presence in all relevant channels for our customers. With 21 sales offices, 10 distribution centres, and 2600 employees throughout Europe Kramp ensures that their customers can always find the right spare parts, wherever they are.
The challenge
The ambition is to be the first choice as a strategic partner for all its customers, and Kramp identified the following objectives to enable further development and growth of the organization:
- Market leadership
- Differentiate from competition in a market with increasing price pressure and market transparency
- Transition from product and price towards a value focused approach
- Increase the value for customers (and Kramp) by selling added value Kramp solutions and concepts
- Growth in all product and customer groups
As a consequence, the sales force needed to change, and start to:
- Communicate new and different sales messages
- Apply aligned and improved sales methods (“what to do”) and behavior (“how to do”) and become business partners with a more pro-active, strategic and customer-value focus
- Increase productivity
The solution
Mercuri, in collaboration with Kramp Management, developed the Kramp Way of Selling, a framework defining key buying and selling processes, roles, and tools.
After analyzing sales capabilities and best practices across different countries, a three-year training program was established for various sales roles. Local managers and consultants were trained to implement the program in close cooperation with central and local teams.
“It was essential to Kramp that we developed a new way of selling to give us a leading position and become a business partners to our customers. Mercuri were instrumental in guiding and training us to the Kramp Way of Selling that now makes our sales team a USP for our customers.”
Julian Thompson, Sales Academy Manager KRAMP Groep
The outcome
Post-collaboration results for Kramp
- Clarity and alignment about the expected way of working in existing and new countries
- Improved relationships and new opportunities with the new and existing customers
- Growth in line with ambitions as defined before the cooperation
- A group-wide structure and sales methodology that is becoming the sales DNA
Kramp is one of Europe’s leading suppliers of agricultural parts and accessories, providing high-quality products and services to farmers, dealers, and manufacturers. Founded in 1951 and headquartered in the Netherlands, Kramp offers a vast range of spare parts, technical solutions, and digital services to support the agricultural, construction, and forestry sectors.
Conclusion
The Kramp Way of Selling has strengthened Kramp’s sales force, turning it into a competitive advantage and reinforcing its market leadership while delivering added value to customers.
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