Case Study: Maximizing Momentum: Strategic Insights into Sales Effort and Effectiveness
The Challenge
In the wake of deregulation, our telecommunications client faced the end of their monopoly. The business sales team, previously focused on nurturing client relationships, was evaluated based on the frequency of customer contacts to ensure a robust engagement strategy. However, a troubling trend emerged: customer satisfaction scores were consistently declining. The dilemma was clear—was the current engagement strategy effective? The strategy’s reliance on individual sales representatives’ perceived abilities led to inconsistent practices across regions, resulting in a lack of intentional sales methodology.
Strategic Approach:
Our intervention began with the development of a “Systems of Work” framework, complete with cascading metrics designed to empower the Sales Management team. This framework provided a structured approach to both managing efforts and coaching for effectiveness. Collaborating closely with our client, we crafted a uniform and impactful engagement strategy, enabling Sales Managers to effectively oversee their teams’ pipeline activities. Furthermore, we implemented personalized coaching sessions for the sales managers, equipping them with the skills necessary to guide and strategize alongside their teams, thereby enhancing overall Sales Effectiveness.
The introduction of the “Systems of Work” and the implementation of Cascading KPIs, coupled with managerial training, revolutionized the sales team’s client interactions, communication, and closure of opportunities.
The Impact
The revamped Contact Strategy was put into action, leading to a notable enhancement in sales endeavors. For the first time in half a decade, customer survey scores exhibited a sustained upward trajectory. Key performance indicators were impressive:
The sales pipeline expanded by 25%.
The cycle from lead identification to deal closure was reduced by 10%.
Thanks to the Sales Effectiveness Coaching, average deal sizes saw an increase of 15%.
This strategic overhaul not only reinvigorated the sales process but also solidified our client’s competitive edge in a newly contested market.
“We now have structure and direction. The team told us what we needed to hear. No BS. We are more focused and more aligned and working together as a team.”
