Corporate Sales Training Clients

Capital Goods Manufacturer

Summary

TLSA provided Leadership Training, Sales Management Training and Sales Training to a manufacturer supplying capital equipment to food manufacturers in the EMEA region (Europe, Middle East and Africa).

The project exceeded its objectives in generating sales and profitability, with turnover increased to £100m plus and net profit up from 6% to 10%. By changing behaviours and developing management and selling skills, TLSA has also helped the business maintain growth.

Project Objectives

The client wanted to generate double digit growth in the EMEA area over a five year period. To achieve this, the client planned product expansion and skills training across four specific groups:

• The Leadership skills training of the General Management community.
• The Sales Leadership skills training of the Sales Management community.
• Solution selling skills training by the Account Management teams.
• Selling skills training of the Sales Teams.

In addition the client was seeking to bring a level of consistency to Sales Leadership, Account Management and Sales across the EMEA region.

Project Implementation

The project was implemented through a four step approach:

1. Research

In addition to spending time with staff, TLSA consultants completed a ‘Leadership Survey’, which evaluated the strengths and development areas of the leadership community as teams and individuals.

2. Training and Coaching

Tailored training programmes were designed for each community:

• General Managers – a combination of workshops, business simulations and leadership coaching with TLSA consultantsSales Managers - a combination of workshops and field coaching by TLSA consultants
• Account Managers - account management workshops working on specific business cases, implementation of which was coached in the field by TLSA Consultants
• Sales Teams – sales workshops geared to the role, core sales skills, new business development and negotiation.

Additionally, an account management and sales process was designed and integrated into all the training and coaching. To ensure its success, TLSA developed an approach that brought consistency, but at the same time recognised geographic differences and allowed for individual flair.

3. Validation

The project was validated through coaching workshops in each group, where delegates presented (to managers, peers and TLSA consultants) how they had implemented the training and coaching.

Importantly, as well as validating the programme, the workshops provided a great opportunity for delegates to discuss issues and learn from each other.

4. Future planning

A benchmarking programme (using psychometrics linked to job patterns) was put in place to support:

• the recruitment of new staff
• the ongoing development of existing staff.

Project Outputs

The project was a major factor in initiating and developing growth in sales revenue and profitability, with turnover increased to £100m plus and net profit up from 6% to 10%. Crucially, by changing behaviours and developing skill sets with each group, the project enabled growth to be maintained.

Today the business has a

• Leadership Community – that understands how its leadership strategy, use of leadership styles and leadership skills impacts on business performance
• A Sales Management Community – that works on the business not in it!
• Account Management Teams – focused on implementing strategic plans with high value accounts – and on invoicing products and support services at a profitable level.
• A Sales Team – that has been up-skilled, is working efficiently and focusing on retention, growth and new business.