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Case Study
Industry Industrial Engineering
Category Sales
Product Counselor
Business Issue
A global industrial engineering company set the target to achieve an above-market growth rate every year, yet recognized they had not invested in sales development for many years. As a result, the organization’s salesforce lacked structure and needed to gain a stronger skill set for the organization to differentiate itself from the competition and win new business. It was essential for product-savvy salespeople to shift to a customer-focused problem-solving sales approach and develop versatile communication skills, while sales leaders needed to drive the sales team to improved performance levels to meet the organization’s increased revenue targets.
Solution
Working closely with the organization, Wilson Learning implemented targeted salesperson and sales leader learning journeys designed to embed desired behavioral changes and reach the organization’s goals. The salesforce benefited from a common consultative sales methodology and versatile communication skills that strengthened their abilities to work with their customers’ key decision-makers and solve business problems. Sales leaders acquired coaching and leadership skills specific to reinforcing the methodology.
Outcomes
As stated by a regional sales manager, “Our sales team is multi-location, multi-language, and multicultural! It was impossible to aim for organizational excellence without a framework for developing people individually and as a team.”
- Double-digit revenue growth was attributed to The Counselor Salesperson™.
- The organization realized an increase in sales profitability along with a decrease in cost of sales.
- Salespeople better qualified opportunities and focused on winning the right business for the long-term
profitability. - The cost of the sales development program was recovered within three months.
- Salespeople gained sales methodology tools for immediate on-the-job use.
Behaviors that showed the greatest level of change:
The participants were able to:
- Build a consistent sales approach across diverse teams, markets, and customer environments.
- Improve opportunity qualification to focus time and effort on the most profitable business.
- Conduct disciplined sales conversations using a structured, repeatable methodology.
- Translate learned sales techniques into immediate on-the-job behaviors that improve performance and business results.
We’ve taken a geographically scattered and culturally diverse group of people and built a united and effective
modern sales team… a team that speaks 14 languages but now uses one shared business language.
Sales Director
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