How do you communicate a new approach without alienating a conservative industry?
"We faced a must-win proposal effort and several communications challenges: our approach was new and complex, and the customer was conservative."
— Frank Kimball, SVP Sales & Marketing, Avchem, Inc.
Company: Avchem, Inc.
Industry: Supply chain & material management.
Situation: Responding to an RFP for a $5 M to $500 M opportunity.
Success measure: Win the contract.
Our client was a senior VP of sales for Avchem, Inc., a material management company with an innovative fee-for-service model in a field of stocking distributors.
Avchem had beaten larger, more established rivals in head-to-head bids on small contracts. Now, Avchem faced an opportunity ten times the size. On smaller jobs, responding to the RFP had consumed the executive team’s time and attention for days. This effort threatened to swamp them. Yet, this was a must-win opportunity that would define the company for years to come.
The communications challenge was intense as well. The proposal would be reviewed in sections, in isolation, by functional managers spread across the country. How was Avchem going to convey the big-picture value and give procurement, operations and HR managers exactly what they needed to see?
Is your next opportunity bigger than your ability to respond to it?
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