Navigating B2B sales growth in a niche market requires more than great products; it takes strategic guidance and targeted execution. Stratefix helped Panchhi Fashion chart a path to sales success, empowering their team and expanding their reach.
Panchhi Fashion, a premium manufacturer of lehengas based in Gujarat, India, faced challenges in scaling their B2B sales and expanding their footprint among wholesalers and retailers across India.
Despite their superior quality and intricate designs, they struggled to reach a broader market, relying primarily on an inside sales team and occasional market tours. They partnered with Stratefix Consulting, known for its customised growth strategies and on-ground capabilities, to achieve exponential growth.
Check out how Stratefix employed strategic sales and business growth tactics to increase Panchhi Fashion’s market penetration, streamline their operations, and enhance team productivity. Through targeted training, robust incentive structures, and a comprehensive customer categorisation system, Stratefix enabled Panchhi Fashion to establish a more organised and performance-driven sales strategy.
Panchhi Fashion faced several core challenges that needed to be addressed to accelerate growth:
- Limited Sales Reach and Territory Coverage: The company’s market reach was restricted by a small inside sales team and sporadic touring efforts, which limited brand visibility and customer engagement in key markets.
- Inefficient Customer Categorisation: Without a structured approach to customer segmentation, the sales team struggled to prioritise high-value accounts, leading to inconsistent customer relationship management and inefficient production planning.
- Lack of Performance Incentives and Sales Training: Team members lacked motivation and direction due to the absence of clear sales targets, defined KPIs, and structured training programs.
- Underutilised Production Capacity: While the factory was capable of producing more, a lack of alignment between the sales team and production schedules hindered output, resulting in long lead times and missed opportunities for growth.
To overcome these challenges, Stratefix executed a detailed B2B sales growth strategy, beginning with an in-depth assessment of Panchhi Fashion’s existing sales processes.
Stratefix’s B2B Sales Growth Strategy
- Initial Analysis and Target Setting
The first step in Stratefix’s approach involved understanding the “as-is” state of Panchhi Fashion’s sales processes and internal gaps. This analysis enabled Stratefix to tailor their strategies based on data-driven insights.
- Customer Feedback and Gap Analysis: Stratefix conducted surveys and interviews to gather customer feedback and identify gaps in the sales process, especially in service quality, product delivery, and relationship management. This revealed areas for improvement, such as response time and product availability, and highlighted the importance of structured follow-ups and proactive customer engagement.
- Sales Data Review: Analysing historical sales data allowed Stratefix to identify patterns in high-value regions and assess the performance of the current sales team. This data was pivotal in setting realistic yet ambitious sales targets aligned with the ₹50 crore goal for 2025.
- Target Setting for Teams and Leadership: Stratefix set targets for the inside sales team and assigned individual goals to each team member, including the owner. This empowered each individual with a clear goal, enhancing accountability and focus across all levels of the sales organisation.
- Territory Mapping and Manpower Planning
Expanding territory reach was a crucial aspect of Stratefix’s strategy to help Panchhi Fashion meet its sales targets.
- State-Wise Sales Projections and Territory Mapping: By mapping out sales projections on a state-by-state basis, Stratefix identified regions with high growth potential. This mapping exercise was fundamental in determining where additional resources were required to boost sales.
- New Manpower Requirements: Based on the territory analysis, Stratefix recommended recruiting additional sales personnel to ensure coverage of high-priority regions. They created a robust recruitment plan, encompassing onboarding and sales training, to develop a team with the skills and motivation to succeed in challenging, on-ground sales environments.
- Designing an Incentive Structure and Conducting Sales Training
A motivated and well-trained team is critical for success in B2B sales, especially in the competitive fashion industry.
- Incentive Structure Design: Stratefix introduced an incentive structure that rewarded both team and individual achievements, with a special focus on reaching the company’s ambitious sales target. These incentives included bonuses for surpassing sales targets and rewards for achieving customer retention goals, creating a results-oriented culture within the team.
- Sales Training Programs: Stratefix conducted regular sales training sessions for the team. These sessions covered essential B2B sales techniques, customer engagement best practices, and effective relationship management. The training was both team-based and individual, enabling customised learning and improvement for each team member.
- Customer Categorisation and Relationship Management
Understanding customer needs and segmenting them based on value was essential for optimising production and prioritising high-value accounts.
- Customer Segmentation and Discount Structure: Stratefix developed a customer segmentation model, categorising clients based on their order volume and sales potential. This enabled Panchhi Fashion to implement a tailored discount structure, giving preferred pricing and exclusive designs to high-value customers, while smaller accounts received competitive pricing.
- Efficient Production Scheduling: Through this segmentation model, the production team could prioritise orders based on customer value, ensuring faster turnaround times for premium clients. Weekly production reviews helped align sales demands with production capacity, boosting efficiency and customer satisfaction.
- Enhancing Production Capacity and Monitoring Success
To meet increased demand, Stratefix provided insights on optimising Panchhi Fashion’s production processes, supporting a gradual increase in capacity.
- Production Capacity Expansion: Stratefix worked closely with the production team to double output from 200 to 400 pieces, meeting growing order volumes while maintaining quality. This expansion was supported by setting a 45-day production turnaround time (TAT), ensuring that orders were fulfilled promptly.
- Weekly Production Reviews: Regular production meetings enabled close monitoring of progress, allowing the team to address issues proactively and maintain alignment with sales targets. This iterative approach fostered transparency, allowing the owner to stay informed of production status and sales performance.
- Establishing a New Offline Sales Channel
To capture untapped markets, Stratefix recommended the introduction of a robust offline sales channel, augmenting the efforts of the inside sales team.
- Team Building for On-Ground Sales: Stratefix hired and trained a dedicated team for on-field sales to cover territories previously unreached by the existing team. This addition allowed Panchhi Fashion to explore new markets across Rajasthan and other key regions, fostering direct relationships with retailers and wholesalers.
- Monitoring and Performance Tracking: Stratefix introduced custom dashboards to track sales data, providing real-time insights into team performance and customer satisfaction. This tool empowered the owner to monitor team activity and make data-driven decisions, ensuring optimal performance across all sales channels.
Results Achieved: Growth, Efficiency, and Enhanced Market Presence
Stratefix’s strategies resulted in tangible improvements for Panchhi Fashion, positioning them for sustainable growth.
- Increased Turnover: With optimised territory coverage, new sales channels, and a motivated team, Panchhi Fashion is on track to achieve its ₹50 crore turnover target by 2025.
- Enhanced Market Coverage: State-wise territory mapping and the addition of an on-ground sales team allowed Panchhi Fashion to engage with new clients, strengthening its position as a premium lehenga manufacturer in India.
- Improved Team Performance and Motivation: The incentive structure and training programs fostered a results-driven culture, empowering employees with clear targets and rewards. This cultural shift encouraged accountability and commitment within the team.
- Streamlined Production and Customer Management: Efficient customer categorisation and production capacity planning ensured timely fulfilment of high-value orders, resulting in better customer satisfaction and loyalty.
- Data-Driven Decision-Making: Customised dashboards provided real-time insights, enabling informed decision-making and ensuring that Panchhi Fashion’s sales strategy remained agile and responsive to market dynamics.
Stratefix’s Role in Transforming Panchhi Fashion’s Sales Approach
This case study illustrates how Stratefix’s tailored approach to B2B sales helped Panchhi Fashion achieve substantial growth.
Through data-driven insights, team development, efficient production management, and a new offline sales channel, Stratefix enabled Panchhi Fashion to tap into new markets, enhance customer satisfaction, and streamline their internal processes.
Stratefix’s expertise and on-ground capabilities have empowered Panchhi Fashion to scale their B2B sales while preserving the unique quality and design elements that define their brand. Panchhi Fashion is now aiming to grow from a current turnover of ₹30 crore to a targeted ₹80-100 crore with a YOY growth rate of 35%.
This collaboration demonstrates the impact of a strategic growth partner in transforming a SME into an industry leader, showcasing Stratefix’s commitment to helping clients turn their vision into a sustainable reality.
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