The Counselor Approach to Problem-Solving Adds Value for Customers and Increases Deals Won

Business Issue:

This nationwide staffing solutions and payroll services company, twice named to the Inc. 500 list of fastest growing U.S. companies, desired to break away from the commoditization and price-based selling that was happening throughout the staffing industry. The organization sought to implement a consistent brand experience by upskilling its employees, many who had non-sales backgrounds, with a consultative selling approach and by providing its managers with needed coaching skills to drive improved performance.

Solution:

The initiative began with an executive session that tied the approach to the sales strategy and created alignment around adopting a more consultative, partnership approach into the company culture. Managers completed online training with support from Wilson Learning senior coaches, followed by an in-person workshop to prepare them to coach their direct reports in the field and online. Participants (frontline salespeople) used a collaborative learning platform that supported online peer discussions and coaching from their managers and Wilson Learning senior coaches. Participants then attended application workshops to role-play and apply their new skills. As the VP of Sales expressed, “. . . a fantastic approach to facilitating a training, unlike anything I’ve ever experienced before, and I’ve been in this business for 22 years.”

Outcome:

• Salespeople are creating value at the customer interface, winning deals based on the Counselor Approach to problem-solving and no longer using discounting as a closing technique.
• “The training has been life changing for us . . . it has given us a process we didn’t have before. More importantly, it’s giving us an opportunity to coach our salespeople to be better at partnerships instead of just holding a vendor status.” —VP of Sales
• “Salespeople have benefited by realizing that sales is not a “script” but a genuine business conversation between two people to work together as partners to achieve a common goal. It has also created a ‘common language’ in the company that has provided for more productive and creative coaching opportunities.” —Senior VP of Sales
• “One of the greatest things I’ve noticed is our team’s level of participation. I see them talking in our team chats and asking questions, like how do I get past the gatekeeper?” —VP of Sales

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