The client bought several  similar companies to have a larger market impact with an extended portfolio of technical solutions. The sales department had a traditional focus on service lines. To have more sales cost advantages the sales agents should be organized in regions and propose the whole range of services. The quotes of the client were more extensively with a higher pricing thus sales was confronted with the procurement department. This was a new kind of customer, and the sales agents had difficulty to understand their wishes.

Together with management, the philosophy of Blue Ocean Strategy was applied.  The strategy was reviewed with the view point of the customer. Blue Chain, together with  management and sales, assessed the portfolio of services and to structure them in more logical packets. New sales leaflets were developed to make a distinction between the characteristics and the benefits. Clients buy benefits. This enhanced the understanding of the unique selling proposition versus the competitors. 

The service lines were trained with pitches and client presentations.  The sales staff had a better connection with the procurement department of the customers. The success of quotes went up from 13% to 24% and the turnover increased with 16%. Blue Chain achieved a more competent trained sales staff and sales acquired new clients.