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SALES TRAINING - CASE STUDY 5

Developing Key Executive Messages

This large, global communications provider was growing quickly, both organically and by acquisition. The company had acquired over 20 companies in the previous year and realized that no-one in the sales force could articulate why companies had been bought and how their products and services fitted into the overall company strategy.

As part of the initial engagement, we interviewed people across a range of roles and seniority. This showed that not only couldn't the sales force articulate what became known as the Key Executive Messages but neither could management. The phrase was developed from discussions with the President of the company, where he stated he wanted all customer facing people to be able to give a reasoned view of what the company's strategy was, how the acquisitions aided the strategy and how this benefited the customer.

The workshop that was developed from this requirement, focused on the business and industry drivers creating change and how the company's strategy addressed the customers' needs, both now and in the future. Technology was only introduced in terms of what it could do for a customer and not a detailed technical level.

The program ran for all customer facing people in EMEA and AsiaPac, and became the introductory module for the sales induction program.