Background Hallmark Vending was established in 1977 and quickly became one of the most successful vending businesses in the UK. They are not the biggest vending supplier, but care passionately about their clients by offering a one stop shop service that exceeds their expectation, whilst offering true value for money. The focus of the business is to become an “Automatic Retailer” rather than a vending operator and many of their offers are geared towards providing consumers with exactly what they want and when they want it. They also ethically source their own coffee and tea and support a wonderful charity, www.pointfoundation.co.uk. The Challenge As part of Hallmark’s continued growth strategy, they purchased 2 distributors and amalgamated them into the business. As a consequence of the deals, they also took on 2 distribution areas for Saharas Hot Nuts. The snack market was one not known to Hallmark and they needed to, not only understand the opportunity that existed in terms of sales potential in this new sector, but also how this might offer a cross sell/up sell opportunity for their existing core business. In addition they needed to understand the key market sectors and potential customers for Saharas Nuts and how best these could be serviced. The Solution Bruce Cooper of TyrrellCooper was initially engaged by the board of Hallmark Vending to produce a report detailing the scope of the market and the opportunity that existed using Hallmarks existing UK wide distribution network. This was presented to the Hallmark board who, in turn, presented to the Saharas Nuts board in Copenhagen their initial strategy for developing the UK market. This initial report led to Bruce being asked to produce another detailed report this time focusing on the sectors that he initially identified but with details of the key target customers in each sector. This was again presented to the Saharas board in Copenhagen and, in early January 2016, to the Hallmark distributor community. Bruce is now engaged in developing and implementing a strategy for selling to the targeted multiple clients via both Hallmark own resource and via their distribution channels. This strategy also includes developing the Sales Enablement capability and implementation of a robust Sales Performance process. The Outcome Both Hallmark and Saharas Nuts have now developed a clear strategy based on the work carried out by TyrrellCooper which has resulted in Hallmark now being appointed master distributor for the UK. TyrrellCooper has been retained by Hallmark to work on the next stage of the sales strategy and development.
“We needed to work with a company that could help us quickly understand the potential opportunity for Saharas Nuts in the UK and develop and implement a sales strategy that compliments our existing business ensuring that our cost of sale is kept to minimum. TyrrellCooper have worked closely with us and we are delighted that we are continuing are relationship with Bruce.” Tim Newberry
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