The Brief
Dell’s global reputation has been built on innovation, superior customer responsiveness, and quality products. Although being one of the world’s most successful sellers of personal computers, Dell’s management felt that the potential of their sales teams was not being fully realised.
Following several fact finding discussions with management and application of Prosell’s diagnosis program a number of critical gaps were identified. It was clear that team leaders and sales staff:
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perceived the sales role to be one of managing customer orders rather than one to be proactive in pursuing all sales opportunities
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lacked awareness of the prevailing commercial practices outside of Dell
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had not received formal training support to assist them in their roles
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did not recognise that interactions with customers are a platform for encouraging additional sales, rather than the provision of information.
The Solution
Prosell’s aim was to increase average order values; improve sales staff productivity; and sales conversion rates, all whilst keeping the time spent away from the sales floor at a minimal. After fostering a genuine partnership with Dell and having a clear understanding of where they were and where they needed to be, Prosell developed a coaching program with a clear set of follow-up reviews. The main objective was to induce behavioural changes that would deliver measurable and sustainable improvements in sales conversion rates, average order values and productivity.
Coaching that was needs based and issues focused helped Dell with:
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Analysis of performance data
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Definition of critical skill deficiencies
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Identification of ways to improve the key skills of staff
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Development of an effective sales model
Our program encouraged good practice by using direct, on-the-job experience to encourage genuine skill development. At Prosell, we acknowledge that skills such as selling do not easily develop and transfer to the workplace from traditional classroom training. By delivering especially designed coaching on-the-job, we were able to introduce behavioural changes and develop critical skills within the organisation.
Measurable and Sustainable Results
The results achieved were outstanding, with Dell heavily capitalising on their training investments. The sales force was observed and recorded prior and post implementation with the following results:
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Average conversion rates increased from 18% to 26% during the first six months of the program.
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Productivity, in terms of average talk time, improved from 2.5 hours per day to 3.5 hours per day - an improvement of 40%.
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Average customer order values improved by 36%.
Prosell has since been working closely with Dell, and the ongoing 18 year relationship between our companies is a clear example of the genuine and lasting partnerships we foster with our clients.