Transformation, turnaround and crisis management: realignment of the global sales organisation
for Fries Research & Technology GmbH, a medium-sized mechanical engineering company in the field of multisensor systems for optical surface analysis/metrology, in the role of head of sales / managing director.
Fries Research & Technology GmbH was an SME that developed and manufactured optical measurement systems for the characterisation of surfaces. Despite increasing sales figures, good order forecasts and growing margins, the company had to file for insolvency in 2016 due to a lack of liquidity.
Assignment:
- Stabilisation of business and increase in sales/profitability
- Realignment of sales – structures, processes, distribution channels
Measures:
- Analysing the sales market and aligning sales strategies
- Introduction of ISO9001-compliant sales processes and revision of CRM processes
- Introduction of new price lists, calculation and forecast models
- Reorganisation and expansion of the sales team at the headquarters and at the subsidiaries in China and the USA
- Selection and introduction of regional sales managers and distribution partners
- Development and implementation of training programmes for internal sales and distribution partners
Achievements:
- Doubling of sales within a year
- Enforcement of higher selling prices and thus an increase in profitability
Specific Challenges:
- Limited liquidity and high debt
- PE investor without understanding of the business
- Insolvency despite increased sales and profitability
„Bastian focuses on the benefits, he presents the vision and inspires customers.“
Dr. Thomas Fries
Managing Partner, Fries Research Technology GmbH