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A COMPETITIVE POST-MERGER SALES FORCE
The challenge of merging two organizations and combining their sales forces
was the impetus for designing and implementing a program to create an excited, energized, and highly motivated sales team – a team that was prepared to engage the competition in a differentiated manner to win new business. The program was designed to create consistency in company messaging, positioning, and strategy; elevate product and competitive knowledge across the new organization; and create immediate differentiation in the eyes of the customer. Additionally, to counter competitive fear, uncertainty, and doubt (FUD) that was rampant pre- and post-merger, competitive issues needed to be addressed with customers before they became sales obstacles. Partnering with the company’s global sales organization, CompeteNet designed and implemented a two-day program focused on products and solutions that was delivered in over 75 cities around
the world by multiple presentation teams. In addition to classroom-based delivery, the program included highly effective and up-to-date Web-based competitive sales tools (designed and maintained by CompeteNet) to provide program reinforcement and a continuum for sales personnel to access just-in-time,
deal-specific tactics and strategy assistance as part of their daily responsibilities.
Results from this blended learning approach program included:
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Dramatic improvement in sales effectiveness (execution)
and productivity, with measurable ROI |
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Significantly reduced non-sales preparation time |
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Increased knowledge and differentiation in the eyes of the customer |
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Reinforced use of previously implemented sales process methodology |
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Leveraged existing CompeteNet competitive sales tools
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Improved sales productivity |
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Closed a higher frequency of business |
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Improved overall market ranking from #4 to #1 over a 24-month period
(based on third-party market research firm findings) |
This program delivered a marked impact on sales behavior, and ultimately, the success of the company. The success of this highly acclaimed program led to a second worldwide program of equal size that produced similar results.
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