Solution Selling and Negotiating: Communications

Measuring the Adoption & Impact of Sales Skills at a High Growth Communications Company

Client Case Study

Situation

This high growth communication company wanted to increase sales, differentiate beyond price and strengthen customer relationships

Complications

  • Price-driven buyers
  • Low-level customer relationships
  • Low-cost competitors
  • Lost “solution-based” opportunities

Approach

  1. Design: Custom online measurement surveys were created to track two training programs simultaneously.
  2. Training: consultative sales skills, negotiation skills, and coaching skills for managers
  3. Time frame: ranged from three to five months after the training
  4. Key measures:
    • 16 key sales and negotiation skills
    • Reinforcement activities
    • Manager coaching
  5. Data: monthly sales volume by individual participant and composite skill application scores
  6. Population: 53 participants
  7. Statistical Significance Testing: results showed “very high significance” where the critical value of T = 8.2289, p < .0005 @ 52 d.f.

Results

  • 3 to 1 difference in sales volume gains between participants with high vs. low application (see Graph 1)
  • 30.6% increase in sales volume for “high appliers”
  • 9.7% increase in sales volume for “low appliers”

case2a

Related Information

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