Referenzkundenvertrieb

18
Jun

image

Kriegt man den Anführer angelockt, dann kommen alle hinterher. Michael Ganter hat mit Referenzkunden-Marketing seinen Umsatz enorm steigern können.© tokoriki / fotolia

Kommt einer, kommen sie alle: Firmen, die in ihren Referenzen mit Top-Kunden aufwarten können, brauchen sich über Werbeslogans kaum noch Gedanken machen. Wie man sich die Premium-Kunden angelt und wie dann der Umsatz explodieren kann, zeigt ein Unternehmer aus Waldkirch.

Die Firma Ganter Interior gehört nicht eben zu den bekanntesten deutschen Unternehmen. Und das, obwohl viele die Ganter-Produkte vom Einkaufen kennen – wenigstens solche Käufer, die bei ihren Shopping-Touren Läden im exklusiven, hochpreisigen Segment ansteuern. Apple, Brioni, Nespresso, Victoria’s Secret – alles Marken, für die Ganter Interior aus Waldkirch im Schwarzwald Läden in den Einkaufsmeilen dieser Welt eingerichtet hat, von Singapur über München bis New York. Wie kann es sein, dass ein Mittelständler aus der deutschen Provinz die Geschäfte von globalen Luxuskonzernen ausstattet?

Das erklärt ein Blick in die Firmenhistorie. Michael Ganter gründete die Firma 1995. Zuvor hatte er für den Möbelkonzern Vitra gearbeitet, der auch Läden ausstattet. Ganter war klar, dass er es im Wettbewerb mit den Platzhirschen in diesem Markt schwer haben würde. Doch er wusste, wie das Geschäft funktioniert. Das war sein Vorteil, seine Chance. In zwei Stufen gelang es ihm, aus Ganter Interior ein Unternehmen mit acht Tochtergesellschaften weltweit und rund 130 Millionen Euro Umsatz zu formen, für das heute 380 Angestellte arbeiten. Ein Erfolg, den Ganter zwei klassischen Mechanismen der Mundpropaganda verdankt: Der Zusammenarbeit mit sogenannten Multiplikatoren und der Sogwirkung von speziellen Referenzkunden.

Stufe 1: Ran an die Multiplikatoren

Als Michael Ganter in die Selbstständigkeit startete, hatte er einen Plan. Um Kunden, also Einzelhändler, zu gewinnen, musste er die Architekten der Läden von sich überzeugen. Sie sollten ihn empfehlen, zu seinen Multiplikatoren werden. Aus seiner Arbeit bei Vitra hatte er bereits gute Kontakte, die er jetzt nutzen konnte. Gleich nach der Gründung von Ganter Interior arbeitete er mit fünf Architekten zusammen, drei Jahre später waren es bereits 20. Heute umfasst Ganters Netzwerk mehr als 100 Architekten auf der ganzen Welt.

Stufe 2: Mit Referenzkunden neue Kunden gewinnen

Einer der Innenarchitekten in Ganters Netzwerk ist Matteo Thun, ein großer Name. Der Italiener hat bereits für Hugo Boss, Illy, UniCredit oder Nivea gearbeitet – und für Porsche Design. Einen Auftrag ebendieser deutschen Luxusmarke bekam Ganter im Jahr 2004. „Der Kunde war umsatzmäßig nie von hoher Relevanz “, sagt Ganter, „aber die Marke hatte enorme Wirkung für uns.“ Egal, ob er sich danach bei Tiffany’s, bei De Beers oder bei Escada vorstellte, sei die Reaktion immer ähnlich gewesen: „Ach, Sie arbeiten für Porsche. Dann müssen wir über Qualität ja nicht mehr reden.“ Das Umsatzwachstum in den Jahren nach dem Porsche-Auftrag habe bei mehr als 100 Prozent jährlich gelegen, sagte Ganter in Rust.

Ganters Empfehlungsnetzwerk und die Referenzkunden ergänzten sich in den Folgejahren zudem gegenseitig und sorgten für immer neue Kundschaft im Geschäft mit Modemarken. Unterstützt wurde dieser Effekt durch die Personalfluktuation bei den Firmen. Einen Auftrag von S. Oliver etwa erhielt Ganter, weil dort ein ehemaliger Mitarbeiter von Hugo Boss für ihn warb. Und als Escada insolvent war, ging ein Manager zu Mont Blanc. Ergebnis war ein weiterer Auftrag für Ganter Interior.

Die binnen 20 Jahren erarbeitete Reputation nutzte Ganter, um in anderen Märkten Fuß zu fassen und weiter zu expandieren. So baut die Firma aus dem Schwarzwald bereits seit einigen Jahren auch Büros aus. Ganters jüngstes Wachstumsprojekt: die Ausstattung von Luxuswohnungen und Yachten. Für Interessenten: Der Preis liegt bei mindestens 10.000 Euro pro Quadratmeter – nach oben gibt es keine Grenze.

Quelle: Impulse

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