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Case Study
Business Issue
The newly appointed Vice President of Sales and Marketing at a national printing company quickly identified the need for a stronger consultative sales approach. Drawing on his previous success with Wilson Learning’s The Counselor Salesperson™, he recognized the program’s value in driving customer-focused solutions and consistent sales practices.
His new team lacked a common sales language, which made coaching on account strategy and consultative selling techniques difficult. Salespeople were also actively seeking support to accelerate territory growth. Additionally, the VP saw an opportunity to build stronger collaboration between the sales team and Customer Service Representatives.
With a national sales meeting on the horizon, he viewed it as the ideal opportunity to introduce the training, though the limited two-day agenda posed a challenge to delivering the full three-day program alongside critical business reviews.
Industry Media
Category Sales
Product Counselor
Solution
To address the two-day time constraint, Wilson Learning and the VP split the training: the initial session covered the first three steps of the Counselor Approach—relating, Discovering, and Advocating—while the final step, Supporting, was scheduled for a follow-up six months later. This gap allowed salespeople to apply and build confidence in their new skills.
To reinforce learning, the VP and Commercial Sales Manager were trained in Coaching the Counselor Salesperson™, equipping them with practical tools to support ongoing development.
At the follow-up session, Supporting was introduced alongside Customer Service Representatives, who joined team-building activities and were briefed on the Counselor mindset, ensuring alignment, shared language, and stronger collaboration across teams.
Outcomes
- All sales team members benefited from The Counselor Salesperson training.
- Newer salespeople accelerated territory growth and are emerging as top contributors.
- Experienced members refreshed and elevated their consultative selling skills. Wilson Learning and the VP continue to collaborate on innovative development strategies to address industry disruption and competition.
- The VP aims to build the most professional, high-performing sales team in the print industry—with Wilson Learning as a trusted partner in that journey.
Behaviors that showed the greatest level of change:-
The participants were able to:
- focus on winning the right business for the organization
- ask the right questions to identify the needs of the client
- understand the communication style of their clients and each other for increased productivity and success
- handle the same volume of sales inquiries but with much better preparation.
As strategic learning partners, Wilson Learning and the VP continue to creatively explore ways to continue to develop and grow the sales team in response to disruptive technologies and competitive pressures in the printing space.
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