Sales Coaching Helps Organization Grow Revenue 13%, Gross Profit 13%, and Sales Effectiveness 40%

Business Issue

A major distributor and marketer of Maintenance Repair and Operations (MRO) products and supplies needed to improve the sales effectiveness of several of their brands, without losing the considerable customer confidence and intimacy for each brand. The individual brands and the organization as a whole lacked a common sales process, sales language, and skill model.


To consolidate and propagate best practices from all brands and channels of a large and diverse national salesforce, the organization turned to Wilson Learning. Wilson Learning introduced an elegantly simple and powerfully cost-effective solution: Coaching for Sales PerformanceTM. The program was delivered to 160 sales managers, who in turn applied the program’s concepts, skills, and tools in coaching and supporting to a salesforce of more than 800 sales professionals. The solution included coaching support tools for planning new actions and tracking performance, and tools to keep performance goals at the forefront for both the sales manager and the individual sales professional. The salesforce was also surveyed to measure the frequency and effectiveness of coaching by sales management.


By implementing a uniform practice of sales management coaching to a diverse national salesforce, the MRO distributor and marketer achieved a 40% improvement in sales effectiveness. The initiative also helped the company achieve a 13% increase in both revenue and gross profit. This quick initial performance improvement allowed the salesforce to recognize the value and effectiveness of working closely with sales management.

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