Lead Consultant – Anirban Banerjee

Client: Mid-sized industrial equipment manufacturer

The Challenge:

• Fragmented dealer network with inconsistent sales, service, and brand representation.
• Lack of uniform processes, clear performance standards, and structured after-sales participation.
• Dealers expected better support, marketing, training, and faster issue resolution.
• Leadership sought to turn the indirect sales channel into a growth and margin engine while preserving dealer entrepreneurship.

Strategic Response – Redesigned Channel Model:

• Defined a structured channel model based on five pillars:
1. Committed and competent local teams
2. Standardized processes across sales, spares, and service
3. Focused training and competency development
4. Smart inventory and working capital management
5. Stronger integration of products, spares, and field services
• Consolidated dealer network from 24 to 10 strong, capable partners.
• Conducted market research to rebalance territories and identify growth opportunities.

Execution – Process, People, and Policy:

• Implemented standard operating procedures for sales, spare parts, and service.
• Introduced credit and material return policies for transparency and better working capital.
• Trained dealers and regional managers, creating visible metrics for coverage, pipeline, conversion, and service activities.
• Focused on people as a key driver of trust and business results.

Cultural Alignment:

• Built a “we, not I” ethos through joint workshops and regular interactions.
• Encouraged collaboration between company teams and dealers to create consistent market-facing behaviors.
• Established structured quarterly calls and review forums to surface issues and reinforce the channel vision.

Outcomes Over Two Years:

• Maintained order entry and sales (~35 crore) while reducing outstanding payments from 4 crore to almost zero.
• Achieved rapid growth in subsequent years, with some segments growing 40–45% year-on-year.
• Dealer revenues reached triple-digit crore levels where spares and field services were developed.
• Strengthened the domestic dealer channel’s share in key product lines.

Enablers:

• Branding initiatives, customer satisfaction programs, and automation improved operational visibility.
• Annual market research and customer feedback informed territory design, inventory strategy, and service improvements.
• Established a repeatable model for scaling dealer performance and building long-term growth.