Doubling sales and getting into Mercedes-Benz

A German maker of linear motion technology had strong products, but European sales had stalled. Mercedes-Benz stayed out of reach.

We ran push and pull at once. Within 24 months European automotive sales rose 50%, and Mercedes-Benz awarded an S-Class interior contract.

Sector: linear motion, automotive interiors. Geography: Europe. Result: sales up 50% in 24 months, Mercedes-Benz S-Class contract.

If you have the right product but no route to the customers that matter, this is the problem I work on.

What I found when I started

The products were good. The problem was positioning and access.

They approached the market as a component supplier. They needed to stand as a solution partner, to Tier 1 suppliers and to the OEMs.

↳ These are two different conversations. Running them as one is why deals stall.

Two tracks at once

I ran push and pull at the same time. Push into Tier 1 suppliers to get embedded in their assemblies. Pull OEM interest directly through prototype demonstrations.

Towards Tier 1 suppliers. We showed how our components fitted in without redesigning their systems.

↳ That cut the switching cost for suppliers already under margin pressure.

Towards OEMs directly. We met design and procurement teams at the carmakers, and brought working prototypes.

↳ When an OEM can handle a working part, the conversation changes.

Coaching the sales team

I went with the sales team on customer visits. Not to manage them. To support them.

After each visit, we worked through what happened and what to change. Over months, their confidence in the value proposition grew.

The Mercedes-Benz result

Within 24 months, European automotive sales grew by 50%. Mercedes-Benz came on board with a sub assembly contract for the S-Class interior.

The general manager said this afterwards.

For years, my sales team and I drove past the Mercedes-Benz headquarters wondering how to become a supplier. It took a Dutchman, Christian Drenth, to make it happen.

I will leave that where it is.

What made the difference

The products were already good. The work was contact, positioning, and follow through.