Successful establishment of an alternative “door to door” sales system strategy
The problem and our approach
- The vacuum cleaner business of Vorwerk in Germany had to face a strong decline in sales and turnover in the previous years
- This was mainly due to perceived issues with the product and the door to door sales channel in the (potential) customers’ perception
- Our task was to introduce a successful, new sales system to put Vorwerk on a growth course again
- For this purpose, we first identified barriers of all relevant target groups against the existing sales system of Vorwerk
- Based on these, we developed power insights, which lead to the introduction of a new, improved sales system of Vorwerk
Insights in our findings
Biggest buying barriers connected to the sales system of Vorwerk, qualified with the target groups
- No comparison between different vacuum cleaners possible because of the door to door sales system
- Hardly any information available on the Vorwerk products in stores or on the web
- Annoyed by too many sales calls
- Rejection of unannounced sales calls at the front door
- Skepticism against products, which are being sold at the front door
Convincing power insights to overcome the barriers, qualified with the target groups
- Various information possibilities like sales stand in malls, market places or stores, direct mails or sales parties
- Information on the client advisor via flyers and pre-arranged sales calls instead of unannounced visits
- No need for immediate purchase decisions – instead the possibility of non-committal product tests at home
Based on the strongest power insights the new sales system was successfully adapted and implemented. Thus a higher willingness of the consumers to see product presentations was achieved and the negative trend in sales and turnover averted.
