Global Heavy Equipment Manufacturer Drives Growth Through Integrated Solution Selling

A globally leading construction, mining, and other engineering equipment manufacturer created a sustainable competitive advantage by supporting a new sales approach with topdown sponsorship and training. As a result, the company realized better sales, improved margins and greater customer satisfaction.

To achieve aggressive organizational sales and margin targets, leaders of this global provider of earthmoving products and after-sale services recognized the need to streamline their sales process and deliver an integrated offering. Their goal was to provide customers the opportunity to easily purchase machines, parts and services within the same transaction as a complete solution, thus making it more convenient for the customer to conduct business and to be readily educated on the full range of products and services provided. With full commitment to making this integrated solutions approach change a success, the organization titled the initiative “Take the Customers Where They Have Never Been, and Take the Competitors Where They Cannot or Will Not Go.”

The initiative’s aim meant moving away from different representatives separately selling the machine from the parts and services and reporting to separate profit centers. To accomplish the organization’s goals, salespeople and product support representatives needed to embrace new selling skills and behaviors. They had to learn how to work together in a much more collaborative manner to simplify customer interactions, provide product and support expertise, and make it easier for the customers to do business with the dealer.