Viscose Closures specialise in tamper and pilfer proof closures. They have over a hundred years of history and manufacture products in Swansea, producing secondary seals, sleeving and capsules.

Products are supplied to sixty countries worldwide, through a network of direct salespeople, agents and distributors. The business changed hands in a private equity backed MBI, led by Managing Director, Gareth Rowlands.

The Challenge

Although profitable, sales growth had not lived up to its true potential in recent years and there had been little or no significant new business drive beyond the existing customer base. Sales needed to be broadened into new geographic markets such as Europe and Asia. Viscose Closures have some unique products, including environmentally friendly cellulose products which are biodegradable and other products which are 100% recyclable. In order to achieve their ambitious growth plans, Viscose Closures needed a much greater focus and a one team approach to generating new business in these areas.

The Programme

PiP Associates worked closely with Viscose Closures to develop a programme which challenged everyone to identify what they could contribute to the new business drive. This process included:

Identification of key market sectors
Identifying new business potentials
Selection criteria for best fit targets
Getting in front of the decision maker
Generating more time for new business
Monitoring progress of targets
Measuring and improving strike rates
Developing new business with existing customers
Locking in customers to minimise losses
Creating a one team approach to new business


Viscose Closures now had a structured and measurable plan for winning profitable new business. In just one week they made fifteen appointments with key target accounts.

“I am confident that the skills and plans we have developed through working with PiP Associates will drive new business in the markets and products that offer us the greatest potential. For the first time, we now have a plan which will drive new business and the results we are already seeing suggest that over the next twelve months we will achieve our challenging new business targets. PiP have been instrumental in helping our senior team focus on this challenge every day. They are now working with us on an ongoing basis to implement this change.”

Gareth Rowlands
Managing Director, Viscoe Closures

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