The Brief
Trading Post is Australia's leading publisher and internet classified business. However, despite being the market leader, the full brunt of the intensely price-competitive market was felt during their expansion into web advertising.
After developing a clear understanding of their problems, Prosell established that Trading Post, being faced with such aggressive competition, needed a sales team that was not only more effective, but also capable of delivering new products into the different markets. These challenges implied more than just sales and product training courses.
Over a four year period, Prosell was tasked with the following:
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Improve the field sales team results
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Improve in-bound dollar per ad value
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Set up an outbound call centre and deliver a specified level of revenue to the business
The Solution
It was clear from the start that Trading Post needed an integrated approach focused on skill enhancement to satisfy customer needs in new markets. What was required was a solution that set clear result objectives and showed a step-by-step process to achieve those objectives. Prosell put in place the tools and tracking devices to manage a sales coaching program. This program was supported by workshops and the sharing of best practices amongst the sales team.
A major focus of the work was working with all managers to develop their coaching skills and to work on clear sales execution models for all the teams. Managers were supported by a number of Prosell coaches, who worked with them and their teams to a point where the practices were successfully embedded in the business and the commercial results had been achieved.
Jonathan Lowe, Business Development Manager, commented on our methodology saying “Prosell's approach allows us to get very close to our client's business and make a clear impact. He further commented that “This close relationship with our clients has resulted in very positive financial results for Trading Post and I am confident that you will not find a level of service and commitment that will beat Prosell's”.
Measurable and Sustainable Results
Prosell's approach to the problem produced maximum returns for Trading Post's investment. The effectiveness of our solution is clearly reflected in the following results:
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100% growth in display advertising
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100% growth in professional advertising
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40% growth in classified advertising
Barry Sanders, the General Manager of Sales, quoted “Our salespeople were delighted that they had support from knowledgeable coaches. It helped them to improve their individual revenues and of course, their commission!”
Trading post has since expanded their services to offer five online publications which have experienced much success, and are now Australia's number one online classified site.
'Prosell are very results orientated and they demand of us, as clients, that we do measure them. Use them; they get results' – Barry Sanders, General Manager of Sales