Herman Miller Reseller – India

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Herman Miller is a recognized innovator in contemporary interior furnishings, solutions for healthcare environments, and related technologies and services

The Brief

Herman Miller is a recognized innovator in contemporary interior furnishings, solutions for healthcare environments, and related technologies and services. A publicly held company headquartered in Zeeland, Michigan, it has manufacturing facilities in the United States, China, Italy, India, and the United Kingdom and sales offices, dealers, licensees, and customers in over 100 countries. Herman Miller operates through several focused businesses, brands, and distribution channels, including Herman Miller, Herman Miller Healthcare, Nemschoff, Geiger International, and independently owned dealerships.

We were approached by Herman Miller’s India reseller – Profix Management Solution to help put together a digital transformation strategy to help them build the business flywheel of marketing, sales, and customer success. This included building a website to showcase multiple global brands, in addition to Herman Miller, represented by the dealership.

What inspired us to work with Profix was their passion in the furniture and design industry coupled with their extensive relationship network in their allied industries.

The Approach

We started with our extensive goal discovery and persona building process. Profix wanted to showcase the multiple global brands it represented and also build trust with its future customers. 

We built a website based on their buyer persona representing all brand identities and highlighting Profix’s ethos and core values. We then continued to map the companies sales processes and trained its SDRs (sales dev reps) and account managers to use LinkedIn Sales Navigator and Pipedrive CRM for sales prospecting, lead generation, and account-based marketing. 

For customer success, we re-engineered the company’s processes and implemented tools on the website so the internal marketing team could seek automated customer feedback, reviews and update content from their customers to keep the website looking fresh all the time.

The Results

Since the launch of our business flywheel for Profix, the company has gone on to hit record sales targets and continues to build a huge sales pipeline. The stellar year resulted in them winning the Herman Miller Dealer of the Year award for the Asia Pacific region.

We continue to provide consulting and training services to Profix to enable them to exceed their new goals and help them with their continuous improvement programme.


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