Transforming Sales Profitability with Generative AI
A case study on leveraging AI to turn a high-effort customer segment into a profitable growth engine.
The Client
A leading European manufacturer of specialty chemicals with a vast catalog of fine fragrances and flavors.
The Challenge
The company served a large base of customers who placed small, custom orders. While cumulatively valuable, these high-touch orders consumed significant sales team resources, making them individually unprofitable. They faced a dilemma: how to profitably serve this segment without sacrificing customer value or ceding ground to competitors.
The P² Ventures Solution
We were brought in to design and implement a strategy using Generative AI to overhaul their sales process. Our solution was two-fold, addressing both internal efficiency and the external customer experience:
- Internal AI-Powered Sales Workflow: We developed an internal process that used Generative AI to automate the most time-consuming parts of the small-order pipeline. This new workflow handled initial customer qualification, product matching, and documentation, freeing the expert sales team to focus on high-value strategic accounts.
- AI Product Discovery Assistant: We helped create an AI-powered assistant for their website. This tool guides smaller customers through a consultative conversation, using its knowledge of the entire product catalog to help them find the perfect product for their specific application.
The Result
The implementation of this dual AI strategy fundamentally transformed the company's approach to its market:
Profitable
Turned a loss-leader into a profitable division by drastically reducing the cost-to-serve.
30%
Estimated time freed up for the sales team, allowing them to drive growth in key accounts.
24/7
Enhanced customer experience by providing small clients with instant, expert guidance.
Secure
Strengthened the company's competitive moat by efficiently serving a valuable customer segment.