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MANUTAN

MANUTAN
Olivier MORET, Sales Network Director

KEY ACCOUNT CUSTOMERS: A SPECIAL GUEST TARGET

Key account customers are an important flow of business: they are part of the implementation of framework contracts. The hospitality programme addresses these targets as a priority, not in a marketing phase, but in a consolidation phase. Large group purchasing departments are an essential passport to increase the flow of business with the various group branches and subsidiaries. It is important for the sales force to develop a strong relationship with its contacts, who then, know the people from Manutan better. Having shared with them an excellent moment of conviviality, these contacts will be more likely to recommend them internally and facilitate the change management needed to deploy the Manutan contract in the groups' different divisions and departments.

A WINNING PARTNERSHIP

While this market segment did not exist for Manutan 15 years ago, it now represents 48% of Manutan France's turnover. The hospitality program at Stade de France is an essential element of the package.

THE INVITATION PROCESS: MOBILISATION OF THE ENTIRE SALES FORCE

  • • From the programme received upstream, all of the large account sales managers and group sales department agree the list of people to invite.
  • Monitoring invitations and attendees is processed via a shared Excel file.
  • A regular review is conducted with the sales department to track the invitation campaigns.
  • Before each event, a personalised invitation is sent by post to each guest and a professional sharing half day is organised at MANUTAN's headquarters.
  • the event, it is up to the sales manager to follow up with his contacts.

AT THE TIME OF THE EVENT: PRESENCE OF THE SALES DEPARTMENT

The sales department is present at each of the events. It personally welcomes each guest. The time preceding the match or the event is the opportunity to get to know them, to explain the philosophy of Manutan. The friendly nature of the event facilitates exchanges.

HOW TO MEASURE THE RETURN ON INVESTMENT

It is difficult to establish a direct correlation between the turnover generated by an account, and the hospitality programme. It would be a very limited way of analysing the benefits of the programme. What is seen is that the boxes are a real relational facilitator, and that they allow you to open many doors that were previously closed. And when those doors open to companies with several thousand employees, the impact on sales is significant.

Even if we do not establish a direct financial relationship between the box invitations and turnover, every event is the subject of a detailed analysis, before and after, to see who is invited, who comes, and what next steps should be taken.

A FEW WORDS ABOUT THE COMPANY

From office supplies to tools, office and school furniture, supplies for packaging and handling products, computer equipment and sports facilities and clothing... Manutan's offer contains more than 200,000 references. It aims to cover all corporate and community needs, whatever their structure and location.

Olivier MORET, Sales Network Director
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