While the client had initially suspected that improved product mix management would be their largest opportunity, we quickly discovered that the sales force’s effectiveness was limited by inconsistent capabilities, approaches, and tools, in addition to mix. We partnered with a cross-functional team of field and corporate leaders to build a comprehensive transformational program consisting of a new sales approach, toolkit, and capability-building.
As we accompanied sales reps on their customer visits, we realized that the role of the rep had to be fundamentally redefined—from order-taker to product advisor. To support the transition to the new role, we developed on-the-job coaching, digital tools, and analytics that helped reps build new skills in identifying the right opportunities in current and potential accounts and introduce new products to them. This meant building reps’ product knowledge and creating a well-defined process for engaging customers and closing sales. For example, we introduced a CRM-based sales coaching tool to help reps and managers target critical elements of the sales process, leading to more effective closure of deals.