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Sales Culture Change Leads to Breakthrough Revenue Growth

OVERVIEW

Breakthrough revenue growth through a shift in sales culture and focus on delivering value to their customers through consistent sales approach.

RESULTS

112 %

up to 140% reported revenue growth by region in just one year

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OBJECTIVES

Grow revenue and market share
Win competitive business by delivering client value instead of relying on rebates and discounts
Equip sales managers to coach effectively
Create a consistent, effective sales approach and language

RESULTS

More value-based conversations with customers

More closed deals

Consistent sales process and language to coach teams

Leaders involved at all levels

CHALLENGES

SOLUTIONS

The organization partnered with Integrity Solutions on a comprehensive and strategic change management initiative focused on elevating and sustaining performance with all client-facing teams. The solution included:

A foundation of Integrity Selling® for over 500 salespeople
Coaching for sales managers to help them elevate the performance of their teams
Sustainment activities including micro-learning, meeting discussion outlines, and other resources for all salespeople and leaders via the Integrity Selling® Elevate digital platform
Team coaching clinics to further support manager’s leadership development
Custom video-based programs targeting specific goals around managing difficult supply chain challenges and integrating data to create better customer outcomes.
Delivery of Integrity Communication® and Integrity Service® programs to ensure a consistent approach, language, and alignment across the organization.

IMPACT

In just one year after implementing Integrity programs, the various sales regions have reported revenue growth rates ranging from 112 to 140%. Several product lines and teams have had their best year ever, even in the midst of pandemic travel restrictions, supply chain challenges, and business interruptions.

Hundreds of examples of individual sales, sales increases, and service recoveries have been attributed to Integrity principles. By applying the Integrity processes, mindset, and skills sales reps are having more value-based conversations with customers resulting in more closed deals, including with those customers who had previously said no. The concepts have proven useful to both tenured and new sales reps as well as sales managers.

While the organization credits the partnership with Integrity Solutions with much of this success, the Integrity team supporting them equally credits the skilled internal team who launched it. They used proven change management practices, including needs analysis, collaboration, communication, holding people accountable to change and celebrating success. They involved leaders at all levels and ensured those leaders communicated expectations and instructions.

The partnership with Integrity Solutions has also impacted the sales culture beyond skills development. Sales leaders now have a consistent sales process and language to coach their teams, and models from the programs have helped improve internal alignment, collaboration and partnerships across all functional areas. In many graduation speeches, employees have expressed their gratitude for the company’s investment in their development.

TESTIMONIALS

“We as a company needed to be customer-focused and by working with our partners at Integrity Solutions, we were able to accomplish this. Their methods are proven, and the consistent approach really brought confidence to our sales team and built stronger customer relationships during some really tough business conditions.”

– Sales & Marketing Excellence Manager

“I have taken many training courses over my almost 35 years working in the agricultural solutions industry. I can honestly say that Integrity Solutions has made the biggest impact on how I am working and challenged me to find ways to continue improving my daily ways of working. I am a true believer, as is our organization, in the Integrity programs.”

– Director, Commercial Excellence

The manufacturing sector consistently ranks toward the top of monthly job growth figures. And as the industry grows, sales teams need to be better prepared. In manufacturing and industrial business, it’s common for sales reps to have well-established territories that they’ve worked for a long time. They are typically very comfortable servicing those relationships and often don’t see other opportunities within the territory or even within the customer business itself. Because they have these long-standing customers, they also may be reluctant to knock on cold doors that are competitive strongholds.

To achieve aggressive growth margin targets in an ever-more challenging and competitive environment, these teams must go after and acquire new customers.

Successful sales teams in the industrial and manufacturing sectors stay successful and outcompete the market by:

Winning on true customer value vs. price cuts and rebates
Increasing product mix and market share
Working with their distributor and retail partners to help them engage in value-based selling with their own customers to drive higher sell-through, demand and revenue
Collaborating productively with marketing and technical experts to achieve higher close rates

Our manufacturing and industrial sales training programs help teams break through the “belief boundaries” that may be holding them back so that they can achieve more than they may have thought was possible for them. It’s a process that enables them to engage in new discussions, elevate their confidence, move past plateaus and consistently perform up to their full potential — even in the face of new market obstacles and external disruptions.