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Case Study
Business Issue
As a leading global design, engineering, and entertainment technology software provider, this organization aimed to evolve its business model from traditional software licensing to cloud-based platform services. This strategic shift necessitated a departure from short-term, feature-centric selling to long-term solution-based selling at scale, both by internal sellers and Channel Partners.
The prevalence of product-based selling in some key areas has exaggerated price-based competition, created a risk to longterm customer loyalty, and reduced engagement with key decision-makers. Partner salespersons’ focus on technical discussions with IT managers hampered the shift to desired outcome-oriented conversations with executives.
Despite implementing Outcome-Based Selling (OBS) training, designed to equip teams with the skills to understand customer needs and tailor solutions accordingly, high partner salesperson churn and a persistent short-term focus continued to impede the overall shift in sales behavior. To successfully transition to high-quality customer services and outcomes, the organization recognized the need to bolster the empowerment of its partner’s transition from selling features to articulating the value proposition of outcome-based solutions and services.
Industry Information Technology (IT)
Category Leadership
Product Counselor
Solution Summary
The organization identified a significant opportunity to accelerate outcome-based selling capabilities and create business impact through increased win rates and larger deal sizes. The Asia-Pacific (APAC) channel enablement team partnered with Wilson Learning to address this challenge, specifically focusing on ASEAN and India. This collaboration resulted in a comprehensive solution designed to empower partner salespeople to transition from a technical feature-centric approach to one focused on customer business outcomes.
To further reinforce the OBS application in India, the organization’s local distributor partnered with it and Wilson Learning to develop a client-facing outcome strategizer that could be signed by the client and submitted to the distributor to receive an incentive. This regional adaptation added additional measures and accountability for OBS application in India.
The training program incorporated a multi-pronged approach:
- Buddy System: Sales personnel from the organization and its channel partners were paired to practice OBS behaviors, foster collaboration, and share expertise in pursuit of key accounts and revenue generation.
- Outcome-Based Selling (OBS) Simulations: Interactive simulations honed participants’ skills in applying OBS principles to real-world scenarios.
- OBS Opportunity Strategizer Tool: This tool provided guidance on preparing participants for impactful client interactions.
- Performance Measurement: The Wilson Learning facilitators designed and used behavioral scorecards to measure OBS skills in the simulations and performance change across simulations. Additionally, in India, client-facing strategizers were monitored by the distributors for OBS quality prior to approval for an incentive.
Outcomes
33% improvement in skill application between the 1st & 2nd simulation was recorded for ASEAN “Buddy Systems”.
4X increased deal size closed in India after only the first simulation by engaging with C-Suite contacts.
Behaviors that showed the greatest level of change:-
Participants were able to:
- Establish relationships with C-suite leaders
- Understand the challenges and outcomes of this business
- Increase account predictability and monthly billing and a pipeline of opportunities
- Use of open-ended questions
- Focused questions as per the business outcomes
Our three-year partnership with Wilson Learning has been invaluable. The trust and confidence we’ve built in their capabilities truly sets them apart.
-APAC Channel Enablement Manager
Resources Implemented For Success
