Acquisition of new customers for SMEs

On June 26, this year's Forum Mittelstand on "Structured New Customer Acquisition" took place on the Vallendar campus of WHU.

Professor Dr. Ove Jensen, holder of the WHU Chair of Sales Management and B2B Marketing, led through the event. The focus of the day was the question of how medium-sized companies can further develop existing businesses and enter new business areas. Professor Jensen opened the event with a keynote speech. He suggested that entrepreneurs should reserve time for new customer acquisition in their calendars on a weekly basis. In many tenders, the purchasing department is only concerned with obtaining price comparisons, even though the decision has already been made.  Even tempting large orders that do not fit the core competence of a company can quickly develop into a cost nightmare. 

From his practical work, Professor Jensen shared checklists for sales talk preparation, sales tactics and customer strategy. Subsequently, the participants exchanged their practical challenges in workshops. There was particularly great interest in the topic of cold calling. The working groups then presented their results to all participants.   

The Forum Mittelstand at WHU has set itself the goal of competently informing medium-sized companies, especially from the region where WHU - Otto Beisheim School of Management is based, about new scientific findings. In this way, the forum aims to make a significant contribution to the economic and innovative strength of companies. This is done in close cooperation with the IHK Koblenz.