Identifying Key Sales Competencies and Gaps: Technology

Identifying-Key-Sales-Competencies

Identifying Sales Core Competencies and Skill Gaps

Client Case Study

Identifying Key Sales Competencies and Gaps: Technology Case Study

Situation

This fast-paced technology company knew that to position themselves for a successful fiscal year that they needed to quickly and accurately identifying key sales competencies and gaps related to the mission-critical solution selling skills within their sales teams to combat an ever-changing competitive landscape.

Similar to the approach we take with our sales leadership simulation assessment, the company wanted to conduct a performance-based assessment of their sales professionals to have executives and their 200+ person sales force agree upon the top “money making” sales skills required to execute their new go-to-market strategy.  

Complications

  • Increased Pressure
    Although the company had a substantial install base, revenue, cost, pricing, and competitor pressures are increasing.
  • Changing Landscape
    While the company once dominated their market, recent product quality and acquisition challenges have opened the door to competition.
  • New Sales Strategy
    To respond to these pressures, the company introduced a new product and sales strategy to expand the product portfolio, position solutions vs. products, and to move up the value chain.  To support the new strategy, the company would like to increase executive selling and consultative selling skill sets to beat the competition and drive larger deal size.
  • Looking for a Partner
    The company has met with other sales providers and was not satisfied with their levels of flexibility, approach, depth of solutions, ability to customize, or measure results.
  • Geographical Differences
    Europe, Asia and the Americas all face different customer, market, employee, and competitor challenges.

Approach

  1. Defined 2 key project success metrics: (1) Days to Proposal and (2) Days to Close
  2. Identified and predisposed target audience of 218 sales reps
  3. Interviewed sales executives and sales staff in North America, Asia, Europe, and Latin America
  4. Created a customized Leader Assess Survey for executives and leaders to prioritize the key sales competencies required to succeed both now and in the future based upon a database of 150 behavior-based sales questions
  5. Created and administered a customized Team Assess Survey to identify the proficiency levels of the sales force across the core sales competencies
  6. Correlated high and low proficiency levels to Days to Proposal and Days to Close
  7. Created customized business sales training and development plan
  8. Designed, implemented, and measured experiential sales learning solutions across four continents to drive sales success

Results

  • 96% response rate
  • 8 key solution selling competencies agreed to by leadership out of a list of 150 behavioral-based sales competencies across : Solution selling, Business and Financial Acumen, Qualifying, Positioning and Presenting, Negotiating and Closing, Managing Accounts Receivables, Sales Performance Coaching Skills, and Team Alignment
  • 53.1% difference in Days to Proposal between high and low proficiency levels across the 8 key skills
  • 17.9% difference in Days to Close between high and low proficiency levels across the 8 key skills
  • Identified Top four major skill areas to reinforce: Positioning and Presenting, Negotiating and Closing, Managing Accounts Receivables and Team Alignment
  • Identified bottom four skills areas to develop: Sales Performance Coaching, Business and Financial Acumen, Qualifying and Solution selling

We recently hired LSA Global to help take our sales team to the next level. Specifically we focused on targeting the ideal client, differentiating our solutions, getting more qualified leads, and closing a higher percentage of our pipeline through a proven referral selling methodology.

So far, the results from the business sales training have been great. We were pleasantly surprised with the results-oriented approach and thoughtful follow-through plan to ensure that the new sales practices “stick.”

We look forward to a long-term relationship, and I would recommend LSA to anyone looking to increase the effectiveness of their sales force.

Patrick Arnold
President

Filice

LSA’s introduction and continuous reinforcement of the MEDRAD objectives, vision, and mission were very impressive. The majority now understands and is openly able to verbalize these key items.

LSA did a wonderful job introducing the importance of sales coaching and reinforcement and was able to keep everyone focused.

Cindy Steffen
National Manager, Telesales

We originally engaged with LSA Global to help our subcontract administrators and buyers develop better negotiations skills. As manufacturers of satellites, we have many sole source companies to procure the required parts.

Our teams must be able to interact effectively with international companies. This environment uniquely challenges our team in their ability to create equitable contracts, while preserving and strengthening our supplier relationships.

LSA Global not only provided our team with the skills to negotiate effectively and consistently, but we further expanded our relationship to include consulting around our negotiations’ process, measurement of our negotiations, and one-on-one coaching for our team members. We are very pleased with the result of our partnership with LSA Global.

Vivian Mackintosh
Vice President of Materiel

Space Systems Loral

We turned to LSA Global to help us take our executive selling and solution selling skills to the next level.

Their ability to formally assess our sales situation, identify key sales skill gaps, develop a plan to measure the results, and fully implement a key sales initiative has been outstanding.

LSA delivers the full solution; not just sales training.  I recommend them to any organization looking to transform its sales force the “right way” to sell higher and wider.

Daniel Heckman
Director of Sales-Enterprise Accounts

Avid

We hired LSA to help align our sales strategy with our business strategy to sustain our hardware business while driving high growth in software and services. LSA’s ability to measure our level of strategic alignment, pinpoint areas of leverage and get the entire executive sales team to agree upon what matters most exceeded our expectations.

I would recommend them to any sales leader who wants to drive sales performance.

Dan Dica
SVP Worldwide Sales

OneSpan_Logo-LSAGlobal

We evaluated 6 well known sales development partners in the market. We ended up selecting LSA global because of their unique ability to get results selling solutions.  They also had the strongest assessment, implementation, measurement, coaching, and global capabilities .

We’ve had such strong feedback from the executive selling program that there are requests to roll it out within the Marketing, Product Management, and our Leadership teams.  Thank you LSA!

Stephanie Lucey
HR Manager

We engaged with LSA Global to help our sales team identify opportunities to accelerate our commitment to sales excellence. The facilitator’s shared passion for our goals created a foundation for sales skill adoption, as did LSA’s keen understanding of our unique business environment.

This insight allowed LSA to deliver customized and impactful business sales training workshops which were adapted to reflect our specific business dynamics and provided our employees with the sales models and tools to leverage on every call with customers.

Grant Clarke
Director Client Delivery

Service Source

We wanted our Channel Managers to get sales strategies and tools that would increase partner revenue and strengthen partner relationships. LSA Global’s ability to quickly understand our business and to bring experienced and proven resources to the table created credibility with both the executive and sales team.

We look forward to continuing our sales partnership with them.

Chip Whitman
Channel Excellence Manager

Thermo Fisher

Originally, we launched a RFP to partner with a sales training provider to improve the sales skills of our global distributor network.

LSA Global challenged our thinking by suggesting we focus on the systemic sales strategy, culture, and talent factors that create sales success before we invested in the more symptomatic needs of sales skills and knowledge.

LSA Global identified the critical strategic actions to improve overall sales performance and then designed and delivered world class business sales training across the globe to help increase revenue and margin.

I’m so happy we took a more strategic approach to sales performance with LSA.  Thank you for making this fit our culture.

Kim Benson
Director Human Resources

Trimble

LSA is an excellent sales and leadership outsource partner! They listen to our needs, are responsive, and work at a pace that keeps up with our rapid speed.

We have found LSA to bring strategic, innovative, and practical solutions to meet our business priorities by partnering effectively with our key staff. I consider them to be an important external extension of our team.

Thank you!

Wendy Chinn
Sr. Director, Global Sales Enablement

LSA is a great and high quality training and consulting resource. In less than a week turnaround time, they were able to design and deliver a ‘best in class’ inside sales solution to meet my team’s unique needs.

They definitely met my high expectations and were very responsive to my specific objectives.  Thank you!

Olivia Flach
Americas Retail Sales

Sandisk

LSA Global demonstrated excellent expertise in sales and sales leadership, spent the time required to make sure the objectives were clear, and showed flexibility in shaping and sustaining everything that they did.

They “MEDRADized” the session to meet our unique needs, looked beyond the obvious, and got the key points across in a way that made sense.  Thank you!

Doug Stantial
North America Sales Training Manager

We selected LSA over a handful of other experts to assist with a key sales leadership imperative. LSA added value every step of the way throughout the entire engagement. Their customized approach to sales presentation training exceeded expectations, and we are excited about global implementation across our offices in more than 100 countries.

LSA’s unique Strategy-to-Results approach is an added game changer.  I recommend them to anyone looking to get high quality results when it matters most.

Eric Mugele
Executive Director Global Learning

Grant Thornton

Seagate has always found LSA to be a highly valuable consulting, training, and coaching resource.

The recent business sales training programs they’ve delivered for Seagate University have been the right solution, of highest of quality, and highly customized to our unique business and culture.

I would highly recommend LSA to any company interested in offering top notch learning solutions that make a difference.

Tammy Dujmovich
Sales, Marketing & Customer Service

Seagate

From beginning to end, LSA was as invested in making sure the program succeeded as we were. They not only met the needs of our sales organization, but they helped us meet our very tight launch deadline.

The consultant operated with the sense of urgency necessary to ensure that we were ready to roll the business sales training program in a way that made sense.

Without their dedication and sales expertise we would not have been able to launch the program with the success that we did. Thank you LSA for being a valued business partner!

Erin Surprise
PHR, Manager - L & D

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