SDI wanted to improve their effectiveness in attracting inbound
International investment into Scotland in their target markets of
Life-sciences, food and drink, electronics, financial services, energy
and tourism. The overarching goal is to create net new jobs in Scotland
from foreign investment. SDI let a competitive tender and contracted
CogBooks Ltd to provide consultative sales training and performance
support for the entire 220 person team.
Admarco partnered with
CogBooks Ltd. to develep and deliver both the training and the
Performance Support program. SDI had experienced professionals and
non-salespeople in key selling roles and it was felt the teams were
under-achieving their potential. In some cases SDI sales-people did not
have the right skills or the confidence to call at the executive level
in order to engage business leaders in conversations around overseas
investment.
Admarco created a custom one-day classroom sales
training curriculum for the entire company and an ongoing E-Learning
curriculum to raise the standard in consultative selling. The training
deliverable needed to be specific enough to raise skills of experienced
sales professionals, but general enough so that everyone in the
organization benefited. In addition, Admarco facilitated the
development of Buyer-Relevant-Messaging for the Life Sciences sector
and transferred the methodology to sales-people in each market to share
the best-practices of top sales achievers around articulating
Scotland's unique value.
The best sales calls are conversations not Powerpoint presentation and we focused on soft skills training including;-
- rapport, empathy and non-verbal communication
- effective face-face communication and listening skills
- using precision language to create clarity in communication
- diagnosis and qualification skills.
- using buyer-relevant messaging to engage buyers in conversations around how an inbound investment in Scotland creates value.
The
head of SDI in Scotland announced on conclusion of training that the
Admarco/CogBooks one-day training session was the best training session
she had ever attended.www.SDI.co.uk