The Client's challenge
The client company is the Finnish subsidiary of a French group operating
worldwide . locally it is market leader , selling technical products wholesale
. Once the customer bought product but now he is looking for ‘ solutions
‘. This change in buying behaviour drove the need for a new way of selling
. ITC WS in Helsinki was asked to carry out a diagnostic assessment of the
situation and of the sales team’s capability which found that sales personnel
had only a superficial understanding of their customers and lacked the ability
to sell real benefits.
The ITC WS programme
The development programme created by ITC WS had a number of objectives
:
to create a consistently customer orientated sales approach.
to review customer segmentation and create a target customer programme.
to improve the understanding of customers’ business.
to develop sales skills, enabling the sale of benefits and of solutions.
The programme was implemented using live customer cases and included inputs
which helped sales people to :
assess the current situation.
name target customers.
to create an integrated operations model including customer segmentation.
understand how to work with customers.
It included a best practice day and close monitoring of subsequent sales.
Results
Sales to target customers increased, on average , by 45% and in some cases
up to 81% !