Chemical Manufacturer - Selling on Value and Key Account Management Training
Manufacturing Industry Sales TrainingSpecialty chemical manufacturer transitions to a value selling sales philosophy and process
A mid-sized specialty chemical manufacturer wanted their sales force to learn to sell on value in order to extract a better profit margin.
Sales Training Needs Assessment
The prior sales management team had not effectively segmented and targeted the right customers, and had encouraged the sales force to go after the "quick win" resulting in a majority of price only buyers. The new management team realized that the prior approach had created three related problems. First, the current customer mix was poor and offered few opportunities for revenue and profit growth. Second, profit margins were not commensurate with the high value specialty chemical line offered by the firm. Third, the sales force had not learned techniques to sell on value, nor been encouraged to do so.
Sales Training Solution
STAR designed two complementary workshops to build mastery among the entire sales and support organization to sell on value. The initial workshop titled Selling on Value taught the fundamentals of value selling, such as how to prepare a specific value proposition for a specific customer. The second workshop, titled Key Account Management, focused on more sophisticated skills of value selling, such as how to gain access to the higher level decision makers and present your value proposition in a compelling way. Results measured after the training documented a five-fold growth in profits.