BUSINESS ISSUE

When two airlines merged and combined their express shipping and logistics organizations into one, there was no standard sales methodology or culture, and the scope of training was very limited in both organizations. As revenue from shipping showed a post-merger decline, management went looking for help. They hoped to find a competitive advantage in an industry dominated by transactional selling. They wanted to find a way to sell “more strategically” and build stronger relationships.

SOLUTION

Wilson Learning proposed a long-term strategy centered on a shared sales methodology and common sales language. This guided the organization from transactional selling to a strategic, solutions-based approach focused on addressing customers’ business needs.

Two programs were implemented:

1. The Counselor Salesperson™ – Introduced a four-step sales process, emphasizing trust-building, identifying the business value of solving shipping challenges, advocating solutions that maximize customer value, and ensuring ongoing customer success.
2. Negotiating to Yes™ – Built on the success of The Counselor Salesperson™, further enhancing strategic problem solving in shipping and logistics.

Months after the workshops and reinforcement activities, a follow-up survey revealed high levels of skill application, with participants actively using all introduced techniques in fundamental customer interactions. Many attributed significant revenue growth to these newly developed skills.

Reinforcement Initiatives: To ensure sustained skill application, several support components were included:

• Managers received training on reinforcing and coaching key concepts, with weekly content reminders and structured coaching protocols.
• Participants had ongoing access to digital learning modules for continuous review and reinforcement.

This global initiative was successfully implemented across Australia, China, France, Germany, Hong Kong, Japan, Latin America, Singapore, the United Kingdom, and the United States.

OUTCOMES

BEHAVIORS THAT SHOWED THE GREATEST LEVEL OF CHANGE:-

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Services :- Customization Services, Impact Evaluation & Learning Journeys

Content :--The Counselor Salesperson™, Negotiating to Yes^TM