A session at the CBS Competitiveness Day 2015 - Profitabel top- og bundlinjevækst står øverst på de fleste virksomheders agenda – og det er oplagt at starte med at indhøste restpotentialerne blandt virksomhedernes nuværende kunder. Udfordringen for mange virksomheder er dog, at de mangler viden om, hvor restpotentialer skal findes, så man kan prioritere og målrette salgsindsatsen derefter. Denne session præsenterer et værktøj der kan sikre virksomhederne et sådant indblik i på kunde- og produktniveau og gennemgår de resultater, der er opnået fra pilotimplementeringerne.

1. 1
CBS Competitiveness Day
© Andersen & Ritter 2015
Præsentation & Invitation til Forskningsprojekt
Profitabel Toplinjevækst
gennem Mer- og Krydssalg
Thomas Ritter
Professor of Market Strategy and Business Development
Department of Strategic Management and Globalization
Copenhagen Business School
Kilevej 14a – DK-2000 Frederiksberg
+45 3815 2121 – ritter@cbs.dk
Henrik Andersen
Direktør
Andersen&Partners
Frederik 7 vej 25
DK-3450 Allerød
+45 4828 3125– han@andersenpartners.com

2. 2
CBS Competitiveness Day
© Andersen & Ritter 2015
The starting point of every business is its customers
– and an understanding of these customers’ needs
Arthur Ashe
Customer type 1
Customer type 2
Customer type 3
Role 1
Role 2
Role 3
Scene
1
Scene
2
Scene
3
What is the customer
thinking?
What is the customer
doing?
Where is the customer?
How is the customer
related to us?

3. 3
CBS Competitiveness Day
© Andersen & Ritter 2015
ABC Customer Classification anno 2015
Sales volume
Low (50%) Middle (30%) Top (20%)
Profitmargin
Low(50%)Middle(30%)Top(20%)
A A+
A
B
B
B
C
CC-
1
2
3
4
5
1
2
3
4
5
We must grow with our best
customers, our A+ customers!
But do A+ customers have growth potential?
We must build lasting relationships
with our best customers!
But do they want a relationship?
We must make all customers
profitable!
But can they all become profitable?

4. 4
CBS Competitiveness Day
© Andersen & Ritter 2015
Growth in top line, in loyalty and in bottom-line go hand in hand –
provided we can deliver to customers’ satisfaction!
Beverages Tobacco Groceries Leisure HouseBeautyCustomer A
Beverages Tobacco Groceries Leisure HouseBeautyCustomer A
Beverages Tobacco Groceries Leisure HouseBeautyCustomer A
Beverages Tobacco Groceries Leisure HouseBeautyCustomer A
Beverages Tobacco Groceries Leisure HouseBeauty
Fulfilling
customers'
needs:
product groups
+ Topline
+ Loyalty
+ Bottom-
line
Swing
Selective
Ready to cook
True loyal

5. 5
CBS Competitiveness Day
© Andersen & Ritter 2015
Battle for customer share and market share:
Allocation of scarce resources
Current sales
Additional sales at
current customers
Customer acquisition -
Potentials at
non customers
Total marked
• Up-sales
• Additional sales
• Replenishment
• Cross sales

6. 6
CBS Competitiveness Day
© Andersen & Ritter 2015
The business case for cross sales is compelling!
Cross selling amplifies the overall profit
+ 9 %
Topline $ Customer profitability %
+ 3%
+ 3%
+ 3%
x%
Selective Swing Ready to cook True loyal

7. 7
CBS Competitiveness Day
© Andersen & Ritter 2015
Six-Pack Customer Portfolio Model
– finding the right box and the right strategy for a customer
Skeptics
Cherry
pickers
Potentials
True
loyalists
Cowboys Time banditsNon-profitable Customers
Profitable Customers
Additionalsales
Loyalty
(Ritter & Andersen , 2014)

8. 8
CBS Competitiveness Day
© Andersen & Ritter 2015
Calculating additional sales potentials based on
”worst demonstrated practice”
27% 20% 12% 13% 6% 14% 3% 0% 0% 5%
Customer
Country
market
Type
TotalNOKs
FendersF01-F4
BuoysA0-A4/HL1-HL3
FendersF11-F13/BuoysA5-A7
FendersF5-F8
BuoysCC/CCE/CCD
Gseries
Other
Floats/tablets
Flowsafe/Tess
Fenderlists
Marina d.o.o. Kroatia Bo Lo 2013sales 707.526 189.324 133.801 211.836 64.400 0 98.879 9.285 0 0 0
Kroatia Bo Lo Max sales 0 0 211.836 0 0 0 0 0 0 0
Kroatia Bo Lo Potential 1.738.140 467.653 355.578 211.836 221.133 96.382 242.687 48.547 0 0 94.325
Kroatia Bo Lo Additional sales 1.030.614 278.329 221.777 0 156.732 96.382 143.807 39.262 0 0 94.325
Kroatia Bo Lo % Add sales/pot 59% 60% 62% 0% 71% 100% 59% 81% 0% 0% 100%
Kroatia Bo Lo Ver. Add. Sales 1.030.614 278.329 221.777 0 156.732 96.382 143.807 39.262 0 0 94.325
True loyal sales distribition

9. 9
CBS Competitiveness Day
© Andersen & Ritter 2015
Golden Opportunities
• segment
Segment: Water
Customer type: End-user (agent, distributer, contractor, consultant, )
Six-Pack: Portfolio overview
Sales & Marketing – Learning & Relating
Marked: NL
Sales & Marketing
– Prioritizing & Shaping
Skeptics
Cherry
pickers
Potentials
True
loyalists
Cowboys Time banditsNon-profitable Customers
Profitable Customers
Additionalsales
Loyalty

10. 10
CBS Competitiveness Day
© Andersen & Ritter 2015
The profitability/growth trap
- leave non-profitable customers to competitors
% of sales
Customer profitability0

11. 11
CBS Competitiveness Day
© Andersen & Ritter 2015
The ABC trap
- allocation of scarce resources
A BC
Decreasing
profitability
but increasing
additional sales
potentials

12. 12
CBS Competitiveness Day
© Andersen & Ritter 2015
Invitation til et forskningsprojekt
Skeptics
Cherry
pickers
Potentials
True
loyalists
Cowboys Time banditsNon-profitable Customers
Profitable Customers
Additionalsales
Loyalty
HEAT Growth Project: Harvesting Existing Accounts’ Turnover Potential
Profitabel toplinjevækst gennem mer- og krydssalg:
Optimeret udnyttelse af virksomhedens eksisterende kundebase
Projektet er delt op i 4 faser fordelt på kompetenceudvikling og erfaringsdeling på fællesmøder
med deltagelse af de øvrige deltagere samt på individuel coaching i egen virksomhed.

13. 13
CBS Competitiveness Day
© Andersen & Ritter 2015
NEVER STOP COMPETING!