Everyone in the racing world knew the Bondurant name and what it stood for. This driving school produced highly skilled people to succeed in their career and because of that it grew and flourished. The market shifted, the competition was taking market share and became aggressive. Once Bondurant OWNED the elite driving school space and dominated the market. Now they were being out sold and now they were the ones being dominated by the market and competition. The over-head was huge and to survive, they needed to turn this around…
During the sales audit, it was determined that the two biggest issues they owned was:
The sales team was unknowingly contributing to the problem by not having the Strategy, Structures and Skills to separate the Bondurant name and driving school from the competition in the mind of the market and prospects.
The only market they were tapping into was being squeezed due to economic pressures. It is like having several desperate dogs chasing one bone.
THE SOLUTION: Re-invention
First, by finding 3 other demographics and personas to approach allowed spreading the market focus into 4 unique prospecting structures. This meant they would not be held hostage to any cycles in one given market space.
Second, by upgrading the sales strategy, when the Sales team found a prospect, the choice was clear to the new client the ONLY solution was Bondurant!
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