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Case Study
Business Issue
Converting “product experts” to “product and sales experts” was an indispensable next step for this New Zealand-based aviation tracking hardware and software provider. Salespeople had relied on their product knowledge and previous experience as a pilot or in other aviation-related roles. Organizational maturity and growth necessitated that their deep product knowledge be enhanced with consultative selling skills to better engage with C-suite buyers, conduct comprehensive discovery, progress larger and more complex opportunities, and demonstrate value.
Industry Transportation & Travel
Category Sales
Product Counselor
Solution
A value-based consultative sales methodology, expert coaching, and top-down messaging from the organization’s CEO equipped the salesforce with game-changing selling skills and tools that have increased wins and revenue.
The rollout initially included in-person workshops. Due to COVID-19 and social distancing, implementation shifted to a hybrid learning experience. Engaging in an online delivery platform, salespeople built new skills over time with practice, application challenges, peer discussions, and direct coaching. Virtual sessions launched the learning journey, tied everything together, and provided another support layer.
Outcomes
10% increase in hardware sales post-training, equating to 40:1 ROI.
Improved opportunities and conversion rates with "record wins."
Instilled the habit of sales methodology skills within the team.
Behaviors that showed the greatest level of change:-
Participants showed:
- Understanding of common selling framework and sales language across the busines
- Sellers now gain more information and better understand customer business issues.
- Focus on winning the right business for the organization
The pace allows us to ‘bake-in’ a lot more talk amongst ourselves between the virtual sessions. Sitting down with the coach reinforced everything.
-CEO
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