Through internal and customer interviews, we were able to categorize customer needs based on their business objectives. This allowed us to develop a series of new value propositions targeting each category, yet flexible enough to be adapted to each customer’s specific situation. Most importantly, the value propositions incorporated the knowledge and services Chr. Hansen’s often provided but was not capitalizing on. We then converted the value propositions into new tools for qualification, account planning and sales meetings. We introduced the new tools in a series of hands-on training sessions, which included case development workshops and follow-up account reviews.