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Case Study
Business Issue
A global agricultural supply company renowned for supporting growers with high yields and sustainable solutions faced declining sales profits. Over three years, 30% of experienced sales reps retired, leaving a younger, less-experienced team. Achieving profitable sales became challenging due to low commodity prices, reduced farmer spending, and competitive pressures. The Marketing Retail division recognized the need to enhance the sales skills of their team but demanded proof of training impact.
They partnered with Wilson Learning to implement The Counselor Salesperson™ program, seeking measurable results and clarity on whether the training benefited experienced and less-experienced sales representatives equally.
Industry Agriculture
Category Sales
Product Counselor
Solution
Wilson Learning embraced the challenge, recommending a controlled approach where half the sales representatives across four divisions (a mix of experienced and less-experienced reps) were trained in The Counselor Salesperson, while the other half remained untrained. A year-over-year (YOY) sales impact evaluation compared the two groups, ensuring a fair assessment of training effectiveness and return on investment.
To foster exceptional sales performance, Wilson Learning proposed a comprehensive learning journey for sales professionals and managers. Supported by a robust technology-enabled system, it included preparation activities, core learning experiences, post-workshop reinforcement, a mobile app, and an on-demand portal with tools for sales reps and coaching resources for managers.
The Counselor Salesperson course was tailored to the agricultural retail business, with industry-specific exercises, case studies, and role-play scenarios. Six weeks after training, Best Practice sessions reinforced learning by encouraging participants to share real-world results, sparking enthusiasm and a competitive spirit among peers.
Outcomes
The group of participants who reported a sales opportunity attributed
The Counselor Salesperson program attributed 10% increase in sales.
19% impact on the overall work performance post-training.
Topline revenue increased among all trained sales representatives post-training.
Behaviors that showed the greatest level of change:-
- Focus on winning the right business for the organization
- Ask the right questions to identify the needs of the client
- Handle the same amount of sales inquiries with better preparations.
It matters not if you are experienced or new to selling, the fundamentals of The Counselor Salesperson are powerful and proven, and they make a difference in enhancing customer relationships.
— Sales Representative
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