Client Case Study: Multi-national manufacturing company

Company Background

Our client is a large U.S. owned multi-national company, who manufacture hydraulic and pneumatic components and equipment, with manufacturing plants and sales operations across Europe.

There are a number of product divisions, with historically separate sales forces for each product range. This is currently changing, and the sales force now has a responsibility for all products. The distribution channel is becoming more significant with a projection that 70% of total sales will be through resellers.

These changes, and the overall increased competition have put additional demands on the salesforce. The company decided to invest in a long term strategic development plan for the salesforce so that they are able to develop their skills and effectiveness on an on-going basis. It was clear that providing traditional stand alone training courses would not address the training needs or the business need to increase sales, manage key accounts more effectively, and build long term relationships with distributors.

The Big Picture

We have a long term business relationship (5 years+) with the client, working with them in the UK, France and Germany.

During that time we have been involved in a number of personal development and management programmes, and have designed a suite of blended solutions.

We have developed a range of programmes for their sales force and sales management team, starting with a foundation programme, and moving through to;

• Negotiation
• Selling via third party channels
• Key Account Management
• Group Presentation

Our approach has been to develop positive working relationships not just with the Learning/ Development community, but with sales management across Europe, at all levels from Vice President Sales to local Area Managers.

2 Day Sales Manager as Coach Programme

Pay off, in terms of increased business and individual development, is maximised when there is follow through from training in the field, so that on-going individual learning is achieved. It was recognised that their Sales Managers, who have had active involvement in the development programme, had a key role to play in this.

We were asked to design and deliver a 2 day Sales Manager as Coach programme. By developing the coaching skills of the sales management team they can effectively contribute to classroom and work based learning for their sales people. With their in-depth knowledge of the workshops the sales manager’s coaching activities are focused to reinforcing classroom learning in their field accompaniment role.

Key Aims

By the end of the workshop their sales managers will:

• Have an insight into the value of coaching to the individual and their organisation

• Have a framework for coaching and identify when and how it can be utilised

• Know how to give feedback to motivate individuals

• Have developed their core coaching skills of questioning, listening and observing

• Have developed an action plan so they are committed to the practical uses of coaching within their organisation after the workshop has been completed

Results and Feedback

Sales Managers have reported to us how they have been able to apply what they have learned to, for example:

• Side by side coaching in the field
• Pre call planning
• Post call debriefing
• Solving crises
• Motivating and empowering the whole team as individuals
• Dealing with key accounts

Feedback from our programme has included;

"Finally - a course that has really made my life easier"

"The best course I have attended in 15 years of sales management"

"Clarity at last - I finally understand what coaching is all about"

"Now I see how to empower my team to become more proactive and take the burden off me"