From can-kickers to total solution provider - Ole Würtz, Senior Training Consultant for Mercuri International / BASF Automotive Refinish

Copyright © Mercuri International
BASF Automotive Refinish

From can-kickers to
paint shop business
consultants

GLASURIT RATIO CONCEPT PLUS
3
BASF is the world’s
leading chemical company
With about 113,000
employees, and
approximately 380
production sites
worldwide , BASF serve
customers and partners in
almost all countries of the
world.
In 2012, BASF posted
sales of €78.7 billion and
income of app €8.9 billion
The Coatings Division
of the BASF Group
develops, produces
and markets a high-
quality range of
innovative automotive
OEM
coatings, automotive
refinishes, industrial
coatings and
decorative paints
OEM
Automotive refinishing

www.mercuri.net
Mercuri International

www.mercuri.net
Taking Sales to a Higher Level
Mercuri International Group
Mercuri International is the world’s largest sales
performance consultancy. We have more than 50
years’ experience in helping companies implement
strategies and achieve powerful sales results.

We operate in over 40 countries in more than 50
languages, making us the largest sales consultancy in the
world
North America Europe Asia
South America Africa Australia

15,000 companies
18,000 workshops
240,000 participants
...per year
We are proud to work with...

The case
• Why did BASF decide on
• The problem
• The challenges
• The solution
• Challenges in the process
• Results
Content

Why did BASF decide on Mercuri International
Reasons….
• Industry specialists (Auto)
• Local presence
• Local language
• Local adaptability
• World wide coverage

The problem – The auto market!
Less cars are being repainted
• Shorter design life span
• Safer cars - less accidents
• More plastic parts
• Spare parts delivered in color
Less profits
• Structural changes in the market
• Price pressure
• Insurance companies hunt for savings
Body shops are the little fish in the food chain
• Customer – Insurance – Auto house – Bodywork - Paintwork
The auto market

… And that represents a huge
challenge for any sales
organization

GLASURIT
RATIO SYSTEM
PRODUCT
SYSTEMS
• COATINGS
• COLORS
• PRIMERS
GLASURIT
RATIO COLOR
COLOR SYSTEM
• ONLINE SERVICES
• COLOR SCANNERS
• SAMPLES
• COLOR MATCHING
• COLOR MIXING
GLASURIT
RATIO CONCEPT
PLUS
VALUE ADDED
SERVICES
• CONSULTING
• BODYSHOP AUDIT
• PROFIT MANAGER
• MARKETING
GLASURIT
COMPETENCE
CENTRE
TRAINING
• COLORS
• APPLICATION
• TECH TRAINING
Offer to the market

GLASURIT
RATIO SYSTEM
PRODUCT
SYSTEMS
• COATINGS
• COLORS
• PRIMERS
GLASURIT
RATIO COLOR
COLOR SYSTEM
• ONLINE SERVICES
• COLOR SCANNERS
• SAMPLES
• COLOR MATCHING
• COLOR MIXING
GLASURIT
RATIO CONCEPT
PLUS
VALUE ADDED
SERVICES
• CONSULTING
• BODYSHOP AUDIT
• PROFIT MANAGER
• MARKETING
GLASURIT
COMPETENCE
CENTRE
TRAINING
• COLORS
• APPLICATION
• TECH TRAINING
The challenge
From can-kickers to paintshop business
consultants

The solution offered by Mercuri International
Internationally
The solution
Refocusing Sales Strategy
Redesign of sales processes
Training in every step of the
processes
Sales reps.
Technical reps.
Customer Service
Management
Deep implementation
Sales:
9+4 modules
CS: 5 modules
Management:
9.4 modules
2005…………………………2011

Challenges in the process
Challenges
Cooperation
Sales vs CS
Sales reps. vs Tech reps.
Habits
Communication
The right management support

Complete change in customer platform
Selling Know-How instead of paint
Selling value
Working together
Plan – Do – Review
Customer Attractiveness evaluation
Customer Stability evaluation
Key components in new model:

Results
Higher turnover (substantial increase)
Stronger profits
The best customer base

Taking the project even further
The solution #2

Target:
• Select 40 of the best customers
• That spend 100% of their business with BASF
• All with growth potential
Double their business!
Target:
Doble their business

Internationally
The solution #2
Paintshop of the Future
Reactive to ACTIVE
Order taking to SELLING

Internationally
The solution #2
2011…………………………2015
Paintshop of the Future

Results #2
In progress in DK, NO, SE and FI
Growth in progress
Already copied by competition

On behalf of BASF Coatings
Thank you for your attention
Ole R. Würtz

Ole R. Würtz
ole.wurtz@mercuri.dk
www.mercuri.net
Corporate Presentation

Over the years companies’ needs have not changed
Increase sales
Gain market share
Increase my margin
Increase competence
Increase effectiveness

But information technology has totally changed the
world of sales

Customer
Excellence
Human Resources__
Style__
Processes__
Systems and tools__
This evolution has an impact on the whole sales
function

Sales Managers
Key Account Managers
Strategic Account Managers
Customer Service
Human Resources
Learning & Development
It has an impact on all sales roles

We help you tackle these challenges and achieve
powerful sales performance

Analysis
Analysis/studies
Interviews
Field visits
Monitoring of current
situation
Mystery shopping
Competence evaluationing
Evaluate situation
Consulting
Project planning
Execution
Training content
Implementation plan
Key figures
Design solution
Training
Classroom training
E-learning
Business simulations
Seminars
Workshops
New competence
Implementation
Coaching
Field visits
On the job training
Expert for hire
Mystery shopping
Follow-up meetings
Change behavior
Consolidation
Follow up monitoring
Project report
Balance sheet meeting
Joint evaluations
Recommendations for
next step
Long term results
21 3 4 5
We customize and deliver single targeted projects or
fully integrated processes

Using proven methodologies and pedagogies

Working with hundreds of consultants with strong
backgrounds in sales

Defining desired results together with clients
Number of opportunities
generated
Average size of
Opportunity
Skill take up
Customer attitude
Knowledge transfer

Measuring the return on investment
Expanded
Relationships
Activity
changes
Results
improvement
Pipeline
improvements

We have been in business for more than 50 years
Start ‘58 TodayCurt Abrahamsson
Heinz Goldmann
in over 40 countries

Working with reputable partners

Being evaluated and awarded by independent
associations
Being evaluated and awarded by independent associations

www.mercuri.net
Taking Sales to a Higher Level
Mercuri International Group
Mercuri International is the world’s largest sales performance
consultancy. We have more than 50 years’ experience in helping
companies implement strategies and achieve powerful sales results.

From can-kickers to total solution provider - Ole Würtz, Senior Training Consultant for Mercuri International / BASF Automotive Refinish

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From can-kickers to total solution provider - Ole Würtz, Senior Training Consultant for Mercuri International / BASF Automotive Refinish