Grundfos is a global leader in water technology and a pioneer in the pump industry. The company was founded in 1945 in Bjerringbro, Denmark, and employs more than 19,000 people across 56 countries today. Grundfos HVAC OEM serves a small number of high-volume industry customers like Bosch and Vaillant, and altogether, the division sells nearly half of all the pumps Grundfos creates.
To ensure growth in the HVAC OEM business, consisting of a few, but very large customers, Grundfos set out to increase sales. In an effort to move towards value-based selling, the company together with Kunde & Co launched into identifying the value it offers beyond the product.
As in most industries, competition can be fierce. But the value that a company offers is often much more than the product itself. For Grundfos HVAC OEM, this was exactly what Kunde & Co helped to identify and describe. Through desk research and one-to-one interviews, the core value-based selling arguments for Grundfos HVAC OEM were identified and gathered under the value proposition ‘Solid Solutions – Today & Tomorrow.’
The newly identified value proposition was converted into a range of sales materials. Storytelling was an essential part of the sales presentation, and supported the sales team immensely as a conversation starter. Italso helped support the value-based selling approach in meetings.
The new approach was rolled out in the sales organisation with a sales skill assessment, followed by an updated sales presentation in the framework of a Sales Excellence training.
The sales toolbox was further supported by a marketing plan relying on social selling and account-based marketing. Today, e-mail newsletters, geo-targeting and profile-based LinkedIn messages help communicate the value-based selling arguments to a larger audience than the sales reps could reach themselves, potentially reaching thousands of decision-makers.
Until recently, Grundfos saw that competitors’ products and offerings were becoming close substitutes, and new players were entering the market.
Today, Grundfos HVAC OEM has succeeded in differentiating itself with a value-based selling methodology, embraced by its Key account managers. A new sales toolbox and presentation enables Key account managers to secure a strong and clear position in the market, and a supporting marketing plan further multiplies their reach to potentially thousands of decision-makers.
To find out more about what Kunde & Co can do for you and your company, please contact us
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