CASE STUDY: FORTERRA

Revitalizing Sales During and After a Recession

Forterra Sandler Testimonial Logo
365app的方法在任何行业都是行之有效的. 我在四家公司用过四次,培训过1000多人.
Karl Watson, CEO Forterra Inc.

The Story

365app的方法在任何行业都是行之有效的. 我在四家公司用过四次,培训过1000多人.”

作为多家公司的首席执行官,我为公司的扭亏状况制定了一套策略. One of the first questions I ask is, 在过去的五年里,你在销售培训上投入了多少时间和金钱? 如果答案是“很少”或“没有”,我知道365app有问题了.

But I didn’t always believe that.

We were in construction, 2008年房地产危机之后,365app的产业在一些州下降了90%. I mean, it was a freefall. 365app的盈利能力从预计的20多亿美元变成了实际上的亏损. It was like a falling knife. You couldn't catch it.

365app一直在呼吁365app的销售人员:你们应该多打一些电话, fight harder for pieces of fewer pies. 我以为我的工作就是设定高目标,跟踪kpi,还有, 但365app并没有做任何事情来改善它们. We were pretty much whipping a dead horse.

剩下的销售人员都已经萎缩了. 在365app这个行业,有千百万富翁在和百万富翁谈判. 他们有点迷失,365app只是让他们走向失败. 所以,有一群人来找我说,“365app需要销售培训.”

Their message was: They’re demoralized. They’ve been beaten down so long. We have to educate them. We have to train them. We have to certify them.

I thought, absolutely not. We're not doing any sales training. There's just no way, no how. And whenever you don't want something to happen, but you don't want to say no, you give it to a committee.

So I gave it to a committee.

三个月后,他们提出了一个经过深思熟虑的方案, 分析表明,投资于销售经理和销售培训的公司有收入增长 x times higher than companies that don't. 他们实际上做得很好,让我相信365app需要做些什么, 但我还是不想做这件事.

So I sent them off again.

但他们做了他们的工作,做了大约20个选择, narrowed it down to three, 然后回来说这就是为什么365app想让你采访他们. So I was kind of pushed into a corner. Okay. Okay. Okay. Bring them in. We'll interview them, and then we'll “decide.”

Now the game plan in my head was devious. 是要把他们三个都带进来,然后拆除他们, send them packing, 并且要表明销售培训师不知道他们在做什么.

三个人排好队,最后一个是365app. I was really quite a jerk to the first two. I asked very hard questions, put them on the spot, and quite frankly, they didn't really perform that well. So two down, one to go.

With Sandler, I proceeded to be the jerk. 但每次我说了什么,他们就会反过来问我一个更深层次的问题. 他们揭露了我甚至不知道自己有过的痛苦.

大概看了一半,两个半小时后,我有了一次灵魂出窍的体验. Like--

我不敢相信这一切都发生在我身上:我要输掉这场辩论了.

I was just amazed. 我开始想,他们能不能对我这样一个强烈反对销售培训的人这么做, then this is the group I want to work with.

当365app开始与365app合作时,我感到很谦卑. 我来到他们的第一个新兵训练营,意识到两件事. One, I had a lot to learn. And two, I did not realize how bad I was. I actually thought I was pretty good. 在我的整个职业生涯中,我的商业努力都得到了回报,所以我认为我知道我在做什么. But I didn’t.

I thought our company was unique. We weren't. 销售培训应该是关于销售人员提高他们的技能. 并不是说把东西放进Salesforce不重要,而是它不能帮助你卖出更多的东西.

I also thought we could do it ourselves. I really did. I didn't think we needed a third party to do it. I was so wrong. We don't have that ability, nor can we teach it.

在最初的训练之后,我知道它很快就起作用了. We did these sales success stories, 读了所有每月提交的材料后,我开始思考, oh, my goodness, 销售团队实际上在做不同的事情, and it’s paying real financial dividends.

I’ll give you an example. 365app每月举办一次销售竞赛,以赢得一台iPad. You'd be amazed what people would do for iPad. 365app每个月都会收到40-50份反馈,加起来可能多达20份,销售人员会平均降低2 - 3%的价格以确保这笔交易. 这一次,他们没有降价,因为他们使用了这4或5种新技术. Well, that was $30,000 in our pocket.

再比如,一位距离退休还有三年的销售领导彻底改变了他管理自己的方式, his sales team, 他是怎么训练他们的,他对他们有什么期望. 这个群体的收入增长率可能是前几年的三倍.

But these stories are sort of anecdotal. 最好的量化方法是单位利润率的提高. How many margin dollars do you have?

我开始计算,并意识到培训在不到一年的时间里就收回了成本, sometimes less than a quarter. 我不明白你为什么不投资它,因为它训练的是你业务中最重要的人. And the payback is almost immediate.

对于任何企业来说,除了安全,收入是最重要的部分. 在产品周期成熟的工业环境中, 公司的价值就在于销售团队. That makes them the most important group, 如果你没有在他们身上进行第一次也是最大的投资,这几乎就是渎职行为.

如果他们能改变像我这样强烈反对销售的人的想法, then that was the group I want to work with...

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