Heating Industry - Turning Farmers into hunters

Solution:

We implemented a multi-week learning journey aimed at teaching the sales team the skills and mindset needed for effective cold calling and meeting acquisition. The journey included:

1. Webinar on Lead Generation: Focusing on how to generate, qualify, and prioritize leads.
Homework: participants developed and fine-tuned their lead lists.

2. Webinar on Cold Calling Tactics: Provided a conversation guide to make effective cold calls, overcome objections, and secure meetings.
Homework: finalize the lead list.

3. Calling Day: A face-to-face bootcamp where sales reps made real calls to potential customers, with guidance and feedback from their peers, managers, and expert trainers. During this day, we tracked metrics such as the number of calls made, customers reached, and meetings arranged.

4. Training Day on Discovery Meetings: Focused on how to prepare for and conduct productive meetings with new clients.

5. Post-Webinars: Regular check-ins to monitor progress, update stats, review how many meetings had occurred and how many sales were generated, and to help overcome obstacles.

6. Manager Sessions: Sessions with managers on incorporating the calling day into their monthly sales routine.

Results:

The results were exceptional. The 64 participants made 1.044 calls, reached 820 customers, and secured 613 meetings. Within eight weeks, these meetings had already generated €700.000 in sales, exceeding the training investment by more than tenfold.

The Chief Sales Officer (CSO), impressed with the outcome of the first rollout in Germany, declared, “We’d be stupid if not every sales rep went through this program.” Following this success, six other country organizations within the company adopted the same learning journey within a year.

Additionally, sales managers integrated a monthly calling day into their team routines, ensuring that reps consistently reached new customer acquisition targets moving forward.

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