Audit of B2B sales of the luxury prevent age «First Line. Health Care Resort»
Audit of B2B sales of the luxury prevent age «First Line. Health Care Resort»
First line. Health Care Resort is an innovative preventive medicine resort that combines five–star service and advanced medical achievements in the field of longevity management, located on the coast of the Gulf of Finland in the Resort area of St. Petersburg. The safe environment created at the resort includes: 70 premium rooms, 35 medical rooms with modern equipment, an innovative mental well-being room, a balneological SPA complex, an eco-pharmacy with a collection of pharmaceuticals, a cosmetology department with key hardware techniques, a beauty laboratory, an author's cuisine restaurant and a detox bar, a fitness center of the future and 4.5 hectares of health territory surrounded by coniferous forest with a unique microclimate of the protected area Komarovsky Bereg.
BRIEF
In October 2023, the resort's management contacted the SEA Company for support in evaluating the effectiveness of corporate sales and the existing contractual framework, as well as receiving recommendations to increase the share of sales in the corporate segment.
SOLUTION
In order to evaluate the effectiveness of corporate sales and make recommendations to increase their share, it was decided to conduct a comprehensive audit of the B2B sales department, analyze the resort and its competitive group, the internal documentation of the department and the existing contractual framework.
REALISATION
At the first stage, an analysis of the resort and its competitive group was carried out through the «secret purchase» tool, which allowed the client to follow the path from the first contact to the potential closing of the transaction, to obtain an objective comparative assessment of the effectiveness of the interaction of the resort managers and its competitors with potential clients. A comparative characteristic of the resort with its competitors was also carried out to identify weaknesses and strengths.
The second stage was the evaluation of the department's internal documentation, including functional distribution and statistical data. In addition, a "snapshot of the working day" of the department's employees was recorded in order to verify the compliance of functional responsibilities with the actual daily routine.
The third and final stage was the preparation of recommended functional changes to increase the share of corporate sales, as well as a set of effective sales tools to achieve the goals set by the management of the resort.
The second stage was the evaluation of the department's internal documentation, including functional distribution and statistical data. In addition, a "snapshot of the working day" of the department's employees was recorded in order to verify the compliance of functional responsibilities with the actual daily routine.
The third and final stage was the preparation of recommended functional changes to increase the share of corporate sales, as well as a set of effective sales tools to achieve the goals set by the management of the resort.
RESULT
The audit resulted in a detailed report on the effectiveness of corporate sales organization with an objective comparative assessment of the work of the resort's sales department and its competitors, as well as the conclusion of the SEA Company's supervising expert with a structured set of specific recommendations for increasing the share of corporate sales. Based on this audit, the management of the resort was able to obtain an objective assessment of the current situation in B2B sales and understand the exact next steps to improve the results.
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