[Case Study] A 17% Increase in Revenues

[Case Study] Based on a new holistic shift within the sales model

Sales models for many large companies have become more complex and less efficient, putting pressure on profit margins. Half of these companies had increasing sales and marketing expenses as a percentage of revenues over the period, or they failed to demonstrate the scale benefits that one would expect from their growing size. A lot still run with a current sales models that have been plagued with a creeping complexity and are not keeping pace with shifts in customer priorities.

The below report describes the impact of deploying a new holistic shift within the Sales Model at one of our client, an exercise that aided in more than 17% overall increase in sales.

Through this report we strive to reflect HEED philosophy and methodology followed when tackling any project, as we believe it is a key factor for the success of all our engagements.

Our understanding that 80% of developing the right solution resides in understanding the root causes of the problem and sales challenges. The later which could be best described like an iceberg, where the real problems lie below the surface of water and requires a detailed investigation that would lead to enduring success.


About The Client & Challenges

Since his establishment in Beirut in 1995, our client has grown to serve over 34 cities across the globe in providing professional training. With full-fledged operations in the entire Middle East,

Europe, Canada, and India, our client has helped more than 75,000 individuals through delivering professional training in different business fields with a revenue turnover exceeding 12 million US Dollars annually.

HEED was first appointed under the objective of optimizing the sales efforts and utilizing the marketing activities due to the following challenges:

  1. Sales vs. Marketing Battle: Marketing team believes that they are doing an excellent job in generating huge number of leads, but they blame salespeople for not doing their job properly as there is a big number of leads and inquiries untapped.
  2. Low Win Rate: where salespeople ending up winning a low percentage out of the leads and inquires generated, thus lower revenue stream and higher marketing cost per client.

Our thorough investigations revealed other root causes behind the above mentioned challenges

  1. Candidates Have Changed Their Buying Process: Candidates have started inquiring and contacting a salesperson after going with 74% through their decision-making process, thus making it harder to probably convert leads to sales and to sell on value not price.
  2. Passive Sales Culture: where salespeople are being obsessed with the huge number of leads generated as well as being the market leader in this industry, thus ending up overwhelmed with doing systematic follow ups on their leads and other passive sales efforts.
The Solution

After detailed analysis and research, we identified the candidate’s’ persona and were able to predict when a candidate will start looking for a step forward in his career, thus seeking our client’s services.

Such understanding, highlighted the importance of bringing a new holistic shift within the Sales Model and transforming the sales culture to become proactive. The entire revamp is circulated around a spirit of intercepting candidates well before or right at the beginning of their buying process.

  1. We Set a New Marketing Direction: to incorporate offline and online means to better reach individuals earlier on in their buying process
  2. We Split the Sales Organizations into Focused Teams and Responsibilities
  • We Built a Dedicated Corporate Field Sales Department with the sole mission to go after corporate to bring awareness to employees through conducting several orientation sessions about the importance of certifications, and forward all generated leads to telesales.
  • We Directed the Telesales Team on the properly methodologies to reach out to the right customer profiles directly
  • We Empowered Country Managers and freed up their time so they could reach out universities and associations to conduct orientation sessions for students.

The Results – Direct Impact on Sales

A 17% Average Increase In Sales across all 11 cities that were under the project scope.

A Reduced Discount Margin from 15% to 10% as customers grew more aware of the added value.

A New Profitable Market Segment to cater for, which is the corporate segment rather than focusing solely on individuals.

How We Could Help
Whether you feel your sales organization needs a tweak, structuring, restructuring, some sort of optimization, or an entire transformation, HEED takes full ownership in getting this well crafted and successfully executed through its interrelated modular consulting services that cater to driving revenue stream for its clients by integrating science into sales.If you are interested to have a complimentary consultation session for discussing your sales challenges, feel free to reach us as we love to meet in this regards.

Managing Partner
Founder of HEED, a sales management consulting firm focused on aiding companies to structure, transform or optimize their sales by integrating science into selling.

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