The role of the sales leader at a Steelcase Dealership has never been more critical and complex than it is right now.
The traditional product sales approach that has worked for the past thirty years in the contract furniture industry is yielding smaller margins than ever.
Corporate Real Estate firms, PM firms, and A&D firms are focused on owning strategic real estate and space conversations and working to minimize the value creation opportunity for all downstream businesses, including furniture manufacturers and dealers.
Steelcase is increasing the number of categories and product offerings in an effort to own and be able to deliver on the “space matters” value proposition – which adds detail-complexity to specification and order entry and dynamic-complexity to the sales process.
There are more and more specialized roles required to sell, specify, order, manage, and install the whole solution offer. The development of sales people to effectively delegate, leverage company assets, and lead a coordinated team effort is a critical role shift that requires vision and performance coaching.
In order to move out of the commoditized furniture market, space needs to matter, and the dealer needs to be the one to make it matter. The majority of Steelcase dealers are executing a 30-year-old product-based sales model and relying on A&D partners to make the case that space matters. This approach yields a 20 – 35%-win rate at increasingly smaller margins.
Implementing a solution-based sales framework and creating a high-performing sales team to execute it is a complex organizational development challenge.
Meeting this challenge takes a leader who has the mindset, skill set, tools and discipline to: