Pet Wellness Products Manufacturer Gains 600 New Veterinary Accounts in Less Than 90 Days
From Cutbacks to Comebacks: Turning a Sales Force Reduction into Revenue Growth
WHAT WE DO
Strategic Account Management
Customer Engagement Center
INDUSTRY
Pet Wellness Products
RESULTS
600 New Veterinary Accounts in <90 Days
10% Tail Account Growth
Maintaining Sales Momentum After Major Workforce Reduction
[SITUATION]
A pet wellness products manufacturer, whose primary distribution channel for its pet supplement product was veterinary clinics, experienced a 50% reduction in its field sales force. Faced with far fewer resources, the company needed both to minimize disruption to its strong relationships with large veterinary offices and drive growth among smaller, often overlooked veterinary clinic accounts, all while reducing its cost of sales.
The company engaged MarketSource to manage and grow its relationships with mid-tier and smaller, emerging accounts so the client’s remaining team could focus on servicing high-value veterinary accounts. This allowed the client to maintain tail account sales momentum and realize new tail account revenue potential, all without losing traction with key customers.
CHALLENGES
50% field sales team reduction
Disruption of service to key veterinary accounts
Neglect of tail accounts
Escalating cost of sales
“Your team is in constant contact with me as needed, which allows us to have better coverage. On top of this, the follow-up from the team is outstanding.”
– Team Leader, pet wellness products company
KEYS TO SUCCESS
Calculated customer segmentation
Strategic account management
A Scalable, Strategic Account Management Model
We implemented a full-service account management solution, where our customer engagement team assumed management of and outreach to the client’s tail veterinary accounts. Through proactive follow-up and personalized engagement, they deepened existing relationships and boosted customer retention.
Real-World Results
600 New Veterinary Accounts in <90 Days
10% Tail Account Growth
The program not only preserved the client’s sales momentum during a period of transition but also expanded their reach into and increased revenue growth from its tail account base. Within three months, MarketSource boosted sales volume from existing accounts by 10%, and attracted over 600 new veterinary accounts.