VICO is a fast-growing software company based in Salem MA, leading
the World in 5D Virtual Construction. VICO needed to rapidly ramp new
hires and improve performance of existing sales reps. Admarco was
engaged to complete a three stage project consisting of;
- A Sales and Marketing Alignment workshop and the development of Buyer-Relevant-Messaging for target buyers in key VICO markets. This workshop identified the buyer persona
of key buyers in target markets as a first step. Next we mapped
win-themes (product capabilities) against likely buyer goals. We then
captured and cloned the best-practices diagnostic questions of the top sales performers and created sales-ready messaging templates for the sales team to engage clients in consultative conversations.
During the workshop we captured and documented relevant proof-points to
support the sales team in telephone and face-face selling. Finally we
created a template summary in story format of each buyers individual
goal, relevant industry issues and the VICO solution for use in sales
conversations and long-tail marketing campaigns.
These templates were then loaded into the CogBooks performance-support system
and the VICO Web-site updated with newly captured information. Sales
people are encouraged to use the templates prior to a sales call and to
add comments and feedback about what questions worked and what
win-themes were most relevant so as to tune the templates and
contribute to the overall VICO objective of closed-loop marketing to increase inbound traffic and prospect conversion
- Consultative Selling training
followed a month later and we held a 2-day classroom immersion for all
customer-facing employees. This intensive sales training seminar
covered more than 150 concepts in a curriculum including;
- Psychology of Selling
(communication and rapport, precision in language,
transactional-analysis in sales, personal-growth, setting goals and
creating empowering beliefs)
- SalesCraft Skills (consultative
selling skill, customer-centric selling technique, telephone and
face-face selling skills, social network selling, running meetings,
diagnosis and strong-qualification, engaging key players and getting
the order, overcoming objections, role-playing).
- SalesCraft Process
(developing pipeline-milestones and lightweight, but scalable process,
tools for aligning buyer-seller through the sales funnel, optimizing
CRMusage).
- Performance Support, Coaching and Certification
The direct sales team was then enrolled in AMC's Consultative Selling
Performance Support program, an essential step in retaining and
mastering all of the skills and techniques learned in the classroom.
Following the training, individual and group coaching sessions were
held on a fortnightly basis to introduce new concepts and to role-play
situations to improve performance.
Although it is still
early days since the training, already we are seeing improved diagnosis
and qualification, reduction in wasted cycles with unqualified buyers,
clearer calls to action and next steps, transparency in the pipeline
and improved forecasting accuracy.
www.VICO Software.comQuote from Donald R. Henrich II, xecutive Vice President & Co-founder,
Vico Software.
"Vico
is now engaged in step 3 of the Admarco Process to improve my team's
performance (messaging alignment, training and coaching).
This
expert consulting has exceeded all my expectations so far, thus I would
give it a 10/10 for the sales and marketing alignment and sales
training sessions. Mark Gibson has been letter-perfect in setting and
meeting expectations and the 2 day Field Team training he led was one
of the best sales training classes I have attended in 20 years. I
highly recommend you consider working with Admarco if you are looking
to improve results for your sales and marketing execution."