Case study

Transforming from transactional to relationship-based sales

Client

Full-service employee benefits, pensions, and insurance brokerage

Impact

Increase in win rate and average deal size, as well as improved employee retention.

Issue

The client had a team that approached sales with a very transactional mentality, leading to high employee turnover, poor lead flow, and below average win rates and deal sizes. They wanted a radical culture change to their sales team, to teach them how to take a more relationship-based approach to sales.

Approach

We conducted a full assessment of the client’s sales team, including assessing each person’s background, experience, and capabilities. We then developed a sales playbook with customized training guides, tools, and templates that became engrained in every team member’s workflow. We also began personalized 1:1 coaching sessions with each team member, to review weekly performance, funnel, and issues they needed help with.

Outcome

Through the weekly coaching sessions and development of a codified sales playbook, the client saw an immediately lift in sales team morale. Over the first 3 months, this was reflected in increase revenue through a higher win rate and average deal size.