Higher sales, better organization of work and more time for management

Challenge

For a small but fast-growing organization, where “everyone does everything,” the main challenge was organizing and standardizing sales and marketing processes.

Key questions addressed:

• Who is responsible for sales and marketing in the company?
• Should we hire a salesperson and start building a sales department? If so, what kind of salesperson?
• How can we automate marketing activities?
• How can we improve the company’s effectiveness on social media?
• How can we increase sales at MP Seeds?

These and many other questions guided the first three months of the project.

Sales Processes for New and Existing Customers and Client

Base Activation

To analyze the state of sales at MP Seeds at the start of our collaboration, we began by mapping out the processes using the Miro tool. This made it easier to identify what could be improved. As a result, we developed improved sales processes for new and existing customers. These clarified which employees were responsible for each step and what they needed to do to complete their tasks effectively.

We also designed email templates and scripts for handling more challenging client conversations, relieving the founder from smaller, repetitive B2B transactions. With our processes and tools, the team found it easier to manage sales activities. Additionally, we introduced best practices for re-engaging “old” leads and encouraging existing customers to place repeat orders.

Implementation of a Sales Management Tool

Once we mapped out the process, we assigned a person responsible for it. We’ve implemented a CRM system to manage it. Each stage of the process was visible through a Kanban board. This made tracking the status of customer inquiries easier, and employees knew what they should focus on at any time.

Recruitment of a Sales Expert

One of the collaboration’s main goals was to free up the managers from day-to-day operational tasks so they could focus on strategic and developmental projects. That’s why we initiated the recruitment of a sales support specialist. We built a candidate profile, created the job description, developed interview questions and tasks, supported the recruitment process, and outlined the onboarding plan for the new salesperson. Today, the individual hired as a junior now handles most sales tasks and is gradually testing new strategies for the company. She independently manages more straightforward inquiries and is given increasingly challenging tasks to eventually take complete control of sales from the management team.

Compensation Models

Whenever an employee needed a compensation model, we helped design it so that it aligned with the company’s goals.

Sparring Partner for the CEO

The CEO’s daily role involved balancing two responsibilities: solving immediate problems and managing the company. During one-on-one meetings, we worked through both aspects.

Marketing – How to Get More Results from Ongoing Efforts?

We implemented several marketing initiatives:

• SEO audit
• Audit of advertising campaigns (Google Ads, Facebook Ads)
• Conversion rate optimization and analysis of critical blockers in the customer journey, which helped improve the transition rate from product to cart and from cart to purchase
• Development of content marketing, focusing on educational value, including newsletters
• Marketing automation adjustments (e.g., implementing automated welcome messages and follow-ups, incorporating a loyalty program, and providing microgreen growing tips)
• Identify market potential abroad and local competitors to highlight countries with the most potential for microgreen sales.

Results

• 70% reduction in the CEO’s time spent on sales
• We onboarded a new sales employee with significant growth potential.
• A complete set of processes and instructions for the sales department, making future management and scaling easier
• Streamlined the sales process
• Identified markets for international expansion and created a detailed roadmap for entering foreign markets.
• +4.5 percentage point increase in the online store conversion rate (February 2024 vs. January 2024)
• 10/10 NPS rating from MP Seeds for Casbeg experts

Would you like to achieve similar results in your business? We’d love to have you as a client. Feel free to contact us at [email protected]