Emerging Future REMEA Sales Meeting 2011 – Turkey Presenting Steelcase Workplace Services (SWS) by: R. Barsoum

Direct Sales in REMEA - Meaning and Requirements What does the Client see? Steelcase will manage : Proposal to Order Placement Delivery, Transportation and Installation Invoicing After Sales What does this mean for Steelcase? PM to substitute or supervise dealer: Space planning Legal and credit terms Quotes Invoices Internal budget; i.e. profitability Transportation and installation After sales Intro Why What When Where Who How Conclusion Whenever in Direct Selling mode, SWS will be your virtual dealer covering REMEA markets! (whereby taking the load off the MMs so they can focus on selling) Steelcase is moving towards globalization. We need to help at the project level.

Why SWS? Internally: Externally: Centralize decision making Centralize project information Will result in pushing single point of responsibility Alleviate MM load so they can focus on selling Externally: Protect Steelcase’s interest in front of client Better image for Steelcase’s internal organization Better internal efficiency and reactivity Intro Why What When Where Who How Conclusion Decision making – avoid conflicting messages Centralize project information, including: initial order, changes, shipping, inland transport, installation, punchlist, final acceptance, payment requisitions, etc Protect Steelcase’s interest in front of client (Efficient communication and better control over strategy)

What will SWS do? Internally: Role: Assist Market Managers as internal clients Project Management Role: Intro Why What When Where Who How Conclusion PM = Centralize documentation and decision making on projects SWS Assist SWS Lead

When will SWS play? Translate into SAP Sales Execution Intro Why What After Sales Intro Why What When Where Who How Conclusion Incoterm Legal terms Credit terms Discount Approval Program Definition Space Planning Transportation Quote Installation Quote Product Quote Proposal to Client Proposal Modifications Client Approval Workout volume Place order to factory Create internal budget Communicate budget Establish contracts with Transport Installation Follow up with field activities: Coordinate deliveries Coordinate installation Invoicing Punchlist identification/order/installation Closeout Win Client Visit Project Photos Sales Responsibility PM Responsibility MM/PM Joint Effort

Where will SWS play? Geographically: Functionally: Team is based in Paris, Strasbourg, Cyprus and Casablanca Connection with EMEA / US / KL Functionally: In direct sales mode, when: design and quote is required PM services are required In non-direct sales when: assisting distributors when dealing with a strategic client and close involvement of Steelcase is required Intro Why What When Where Who How Conclusion

Who is SWS? The Name: The team: DSS is now Steelcase Workplace Services (SWS) The team: Bob Barsoum, SWS Manager Laurent Delbos, Project Manager Charis Philippou, Project Manager Salma Zerhouni, Design and Quote Specialist (50% Africa) External PM contractors Intro Why What When Where Who How Conclusion

How will SWS interact? Tools: Weekly PM Reporting Monthly forecast calls Budget tracking Site meetings Intro Why What When Where Who How Conclusion

Next Steps Deployment of the model Weekly reporting Requests for SWS assistance Local representation database Intro Why What When Where Who How Conclusion