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Case Study
Business Issue
Historically, this global water treatment company’s growth was fueled by an aggressive acquisition strategy, resulting in international offices managing multiple brands and salesforces and sales leaders operating largely on their own.
Much work had been done previously around devising go-to-market strategies, creating value propositions, and understanding customer segmentation and coverage. This led to the establishment of standard processes, tools, and approaches for positioning products, services, and solutions to customers’ needs and values.
Priorities for achieving sales excellence evolved to implementing a consistent global sales process framework and a value-based sales methodology to achieve organic growth.
Industry Energy
Category Sales
Product Counselor
Solution Summary
To help build a structure for developing the sales organization, the water treatment company leveraged its eight-year relationship with Wilson Learning, which had provided expert-level executive and global leadership development.
Knowing Wilson Learning’s expertise in sales effectiveness, consulting capabilities, and customization services, the solution for strengthening sales and sales leadership performance began to take shape. Wilson Learning helped the company customize the sales process—grounded in a value-based selling approach—and aligned it with the customer buying process. The sales curriculum included a customized version of Wilson Learning’s The Counselor Salesperson™, a two-day instructor-led workshop. Both sellers and sales leaders attended the training, with leaders attending an additional one-day workshop, Coaching the Counselor Salesperson™.
The Learning Advantage by Wilson Learning was also deployed for sellers and sales leaders as an extended performance system, ensuring the sustainability of newly acquired skills and behaviors via sales leader engagement, reinforcement, and ongoing coaching.
Outcomes
- Enterprise-Wide Alignment – The solution aligned with strategic priorities across the organization, addressing performance gaps from the executive level down.
- Enhanced Sales Effectiveness – Adoption of a structured, value-based sales process tailored to customer buying preferences.
- Scalable, Culturally Relevant Rollout – Training successfully implemented across four GBUs using flexible delivery, local language, and platform-specific adaptations.
Behaviors that showed the greatest level of change:-
The participants were able to:
- improve discovery skills by asking better questions, listening actively, and uncovering customer needs and value levers.
- propose and present solutions aligned with customer motives, needs, and quantified value.
- apply new tools and techniques in the field with coaching support from managers.
The impact evaluation revealed positive effects on skills, performance, and client engagement across all levels.
