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Case Study
Business Issue
Operating as a value-added distributor in a mature electronics market is increasingly challenging, with competitors consolidating and product offerings largely similar. To stand out, the company aimed to lead through consistently excellent customer service.
Acquiring new customers is costly, making retention critical. The Director of People Development for the Americas noted, “We want our employees to dive deeper into customer needs and build consultative relationships.”
To achieve this, and to foster collaboration across sales, operations, product management, andsupply chain, the company partnered with Wilson Learning to design a tailored, multi-role sales training program focused on customer-centricity and consultative selling.
Industry Electronics
Category Sales
Product Counselor
Solution Summary
Wilson Learning partnered with the company to deliver a comprehensive, role-specific sales training initiative aligned with its corporate strategy. Built on three pillars—Profitable Growth, Operational Excellence, and People Development—the program drew on the organization’s Performance- and Values-Based Culture of Excellence, emphasizing integrity, customer service, accountability, teamwork, and innovation.
The program began with nearly 600 Sales & Marketing Representatives attending a one-day version of Inbound Sales Excellence™ Training, then extended to nearly 1,000 Field Application Engineers and Account Managers in a customized, face-to-face version, and 650 Business Solutions Group employees in role-specific sessions.
Reinforcement was embedded throughout, with internal advocates guiding exercises and discussions to ensure participants applied consultative selling skills and collaborated effectively across the organization.
Outcomes
3.1:1 ROI – $3.10 returned for every $1 invested in training.
600 sales & marketing reps trained in the first phase.
1,650 total employees trained across roles in consultative selling.
Behaviors that showed the greatest level of change:-
The participants were able to:
- Demonstrate active listening and diagnostic questioning to uncover the underlying needs of customers across roles.
- Tailor solutions and recommendations to align with each customer’s business priorities and desired outcomes.
- Collaborate effectively across functions—sales, operations, and support teams—to deliver a seamless, consultative customer experience.
- Apply consultative selling techniques consistently in both face-to-face and virtual interactions to build trust and long-term customer relationships.
