Rock Ledge Resources > Our Services - Customer-Focused > Representative Project - Sales Training for Moving Into Lateral Markets

Training and Motivation for Lateral Markets Sales

Business Challenge

A commercial equipment company was known as a leader in its current markets, and its senior sales force was accustomed to their positioning as industry experts. The company had identified opportunities in lateral markets and developed cutting-edge products for those markets. However, sales in the lateral markets were stalling, and management recognized the problem. The sales force was reluctance to enter a marketplace where they were not known and were not comfortable

Solution

A Rock Ledge Resources principal was contracted to help the sales force meet its lateral market sales objectives. This was a mature, confident "best of the best" team that understood how to sell. So the principal knew the answer was to overcome their objections and find their motivators. In a three-step plan, she:

1. Proved that the benchmarks developed by the marketing department were accurate.
2. Provided market profiles, key drivers and distributor/customer targets.
3. Did hands-on product and in-the-field training.

In addition, the principal challenged the sales force by appealing to their natural competitiveness and by implementing an awards program.

Results

Initial sales by the Rock Ledge Resources principal led the way, selling over 25% of new market products nationally. With renewed confidence, motivated by financial success and award recognition, the sales force forged ahead without reservation. Second year sales were over $5.5 million, averaging gross profit margins of 43%

Relationships: Liz DeMarais | Customer-Focused | Manufacturing