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Staalbeton specializes in the precise customization of concrete steel. The company operates advanced bending and welding facilities, producing reinforcement cages specifically designed for the foundation sector. Additionally, its metalworking division manufactures high-quality components such as profiles, stairs, and platforms that seamlessly combine functionality with aesthetic appeal.
Each year, Staalbeton processes approximately 70,000 tons of concrete steel, including 10,000 tons crafted into reinforcement cages for pile foundation applications.
Staalbeton is part of Groep Van Roey, a distinguished consortium of 12 companies. With a legacy spanning over 285 years, the Group is a leader in the construction industry, united by a shared commitment to a family-oriented ethos.
In 2017, Staalbeton undertook a complete renovation of its reinforcement facility, optimizing operations for maximum efficiency. Despite these advancements, sales remained stagnant.
The challenge lay in auditing the commercial team to identify the root causes of the stalled sales growth and enhancing the efficiency of their business development efforts.
We began by conducting a customer satisfaction survey. and, instead of speaking with the procurement teams, we engaged directly with the CEOs of the construction companies they had partnered with for over 30 years.
We developed interesting and meaningful conversations based on two key questions:
We then held workshops with the sales team using the customer relevancy model as a tool to improve positioning. This model helped us identify the core needs of CEOs regarding price, service, accessibility, experience, and product.
We compared the sales team’s perceptions with the actual market feedback, and where the gaps between these perspectives were largest, we started defining targeted projects. For example, while late deliveries were not a major issue, the lack of timely communication about delays was identified as a significant problem.
Making these targeted projects tangible provided the ideal foundation for improving their positioning and refining their commercial strategy.
Customer Satisfaction Survey: Engaged directly with CEOs of long-term construction partners, bypassing procurement teams, to gather insights and build meaningful conversations.
Customer Satisfaction Survey: Engaged directly with CEOs of long-term construction partners, bypassing procurement teams, to gather insights and build meaningful conversations.
Conducted In-Depth Interviews: Gathered feedback on what CEOs expect from companies like Staalbeton to better align offerings with client needs.
Conducted In-Depth Interviews: Gathered feedback on what CEOs expect from companies like Staalbeton to better align offerings with client needs.
Customer Relevancy Model Workshops: Held workshops with the sales team to improve positioning and address core needs.
Customer Relevancy Model Workshops: Held workshops with the sales team to improve positioning and address core needs.
Sustainable Relationship Building: Learn Deep Listening Techniques to change the narrative and connect to the CEOs of existing and new clients.
Sustainable Relationship Building: Learn Deep Listening Techniques to change the narrative and connect to the CEOs of existing and new clients.
Our efforts streamlined internal processes by establishing a more direct and efficient communication channel between production and clients.
This initiative not only deepened relationships with the CEOs of long-standing customers but also elevated Staalbeton’s market positioning. However, the surge in prices caused by the Ukraine war has made it increasingly challenging to build sustainable relationships, as pricing has become the dominant factor in decision-making. However, by refining its value proposition at the executive level, Staalbeton continues to gain a stronger competitive edge, transcending traditional product and pricing strategies.
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