1. Mike Day Office: 01235 429882, Mobile: 07929 043733
Case study
The client
The Client was established in 1985 with a focus on delivering complex cryogenic systems and products
to its customers.
The company deliver in three main areas:
 Fabrication and installation of cryogenic pipework and systems
 Servicing of installed cryogenic systems
 Reseller of other company’s products
In the UK market it has a large number of Blue chip clients including BOC, Air Products, GSK, Lonza, Air
Liquide, Lorne Stewart, Raytheon and Norland Managed Services Ltd
Their situation
The Client had grown steadily and established an excellent reputation for high quality delivery
however this growth had slowed in the last few years. The client has a number of significant
competitors who focus on price rather than quality. The Client has been successful in expanding into
France where they established two surrogate offices who represent them in the local market
The Client had a number of concerns:
1. Is the Sales leadership/ team able to grow the business?
2. Is sales organisation active enough growing existing / developing new customers?
3. What are the fundamental reasons that growth does not occur?
4. What should be the priority areas for growth?
5. How can they increase their profitability?
Approach
As there were no clear solutions the Client initially asked Carpe Diem Growth Solutions to spend a
short period of time meeting staff and customers and analysing data to evaluate the situation and
formulate a plan that would be delivered as a phase two of the assignment. The initial evaluation
included:
 Analysis of Current and Historical performance
 Working relationships
 Sales team effectiveness and processes
 Market conditions
 Opportunities for increased profitability and revenues
 Current customer profiles and perceptions
The initial evaluation was delivered to time and budget and gave a full costed outline of the current
issues and ways to deliver improvements that would fulfil the aspirations of the Client. The report
included a delivery plan that would then be delivered as a second phase of the assignment.

2. Mike Day Office: 01235 429882, Mobile: 07929 043733
Results
Key Priority areas Delivery
Improvement of the sales team Redefined individual’s roles and responsibilities to maximise
effectiveness, extensively coached Sales Leader to improve
management style and techniques. Instigated new meeting
structure to improve both 1:1 and team performance
management. Adapted existing sales team IT system into an
effective CRM system that delivered effective recording, tracking
and forecasting of opportunities. Worked with the sales team to
deliver major opportunities.
Review pricing mechanisms and
policy
Analysed the existing financial and market data and introduced
new pricing systems and levels, significantly increasing margins
with little customer resistance. Ensured that future pricing policy
reflected both the premium position of the Client and the
individual circumstances related to the project. Introduced
Opportunity assessment to improve both margins and conversion
rates for large complex projects.
Sales process appraisal Massively simplified the sales processes to improve both the
effectiveness and efficiency that freed up time for existing sales
staff to spend time on proactive lead generation and conversion.
Introduced new quotation proposal templates which more
effectively explained the customer proposition and generated
cross selling opportunities.
Introduction of Account
Management processes
Introduced Account Management to the Client’s sales
organisation identifying Key Accounts and developed a plan to
both increase sales and strengthen relationships in a competitive
market situation.
Marketing and Lead generation Used existing customer data to initiate a lead generation campaign
based on regular communication that focussed on different
offerings that the client delivered and maximised Cross selling
opportunities. Supported the team to improve the website and
introduced SEO to improve organic rankings
Project evaluation Undertook an evaluation of actual vs expected margins and the
areas where improvements could be made to improve margins on
delivered projects.
What the client said
Mike immediately recognised our issues and was excellent in the way he used his experience to find
practical solutions that focussed upon using existing resources in a different way to achieve better
results. Mike’s technical background meant that he rapidly adapted to our market and applied his
extensive experience to my company’s market and situation. It was great working with him to deliver
the necessary improvements that have been embraced by us because they work! I have engaged
professional help a number of times in the last 10 years but this is by far my best investment.
Client Managing Director