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Case Study
Business Issue
The company recognized the limitations inherent in its traditional approach of hiring sales personnel with vehicle painting and collision repair experience. These knowledgeable individuals were good at selling product features and benefits. However, they too often resorted to pitching product features and offering price discounts when faced with competition or objections. The company was determined to transform its sales organization into a salesforce able to consult with clients, add value beyond the products, and become trusted advisors who help solve clients’ problems.
Industry Chemical Industry
Category Sales
Product Counselor
Solution
The company partnered with Wilson Learning—a global leader in sales, leadership, and workforce effectiveness—to achieve targeted business results. Using its consultative selling process, Wilson Learning gained the trust of decision-makers by modeling the same skills their salesforce would learn.
More than 220 sales associates and 40 managers attended three intensive 2-day workshops designed to build consultative selling skills, create a common sales language, and improve sales and margins across divisions. All program materials— guides, presentations, and reinforcement tools—were fully customized to reflect the collision center environment, ensuring easy application on the job.
Participants advanced through four levels of selling proficiency:
- Technical Sales – Viewed as product vendors
- Consultative Sales – Seen as problem solvers adding value
- Business Partner – Trusted advisors with strategic insight
- Trusted Advisor – Industry experts influencing key decisions
Outcomes
Increased market share from 7% to 10% in the first year, with an additional 2% gain in year two.
Achieved a double-digit uplift in sales attributed to the consultative selling approach.
Enabled salespeople to position themselves as trusted advisors, strengthening client relationships and long-term value.
Behaviors that showed the greatest level of change:-
The participants were able to:
- Shift from pitching products to solving customer problems
- Ask deeper, open-ended questions to uncover strategic needs
- Collaborate across teams to bring broader insights to clients
- Build long-term trust and position themselves as strategic partners
Double-digit revenue in sales was attributed to the new consultative selling approach that enabled their salespeople to position themselves as trusted advisors.
