Client Testimonial: SIG Combibloc, Malcolm Allum

 
How relevant was the training program for you and your team members? (0:12 – 0:45)
Can you provide some concrete examples of how the methodology/training helped you to overcome certain challenges? (0:45 – 1:10)
Can you provide some concrete examples of how the methodology/training helped your team to overcome certain challenges? (1:10 – 1:30)
What are the largest differentiators you noticed in your team members before and after they complete the Training? (1:30 – 2:10)
What impact has the use of the methodology had on yourself and your results? Can you describe any measurable results? (2:10 – 2:58)
Would you recommend SPI to your peers and other companies experiencing similar issues? (2:58 – end)
 

Hi, my name is Malcolm Allum and I am the Country Head of Sales for SIG Combibloc for the UK and Ireland.

How relevant was the training program for you and your team members?
We could share real benefits from using the Pain Chain and the Strength of Sale. The Pain Chain: we could use all our colleagues from Sales and also aftersales services, to make sure we cover the whole Pain Chain for the customer, from the installation through the life of the machine, so that really helps us to include everyone that we would possibly have missed on the decision-making side of the customers. And then the Strength of Sale: that’s a good one for really making sure you’re prepared. Obviously you’re comfortable pushing the points where you’re ahead, but you need to be prepared to defend the points where you’re maybe not so strong.

Can you provide some concrete examples of how the methodology/training helped you to overcome certain challenges?
I think the central theme of finding the customer’s pain, and really digging down to discover the compelling reason to act. This really helps to bring focus to the preparation; obviously in any enquiry there are hundreds of questions and opportunities to present information. With the tools, it helps you to focus on those channels of information which are really needed to convert the opportunity to a win.

Can you provide some concrete examples of how the methodology/training helped your team to overcome certain challenges?
Another good example is a live project where the customer’s total focus has been on cost; the company is really under pressure to reduce costs, so this is really the pain they give us, but using the tool we can see also that there are some compelling reasons to choose us beyond cost, so we were able to bring those into the pitch.

What are the largest differentiators you noticed in your team members before and after they complete the Training?
I think salespeople are people, people, they’re very good at understanding the relationship with the customer, so probably, subconsciously they’re already ordering in their approach the most important points for the customer, but following the training, what I noticed is that being able to clearly enter into the tool and document it, allows it to be more easily and efficiently discussed with partners and colleagues. We can’t do everything on our own, we need the input of our colleagues in all departments, and sales training really helps us to bring that to a point where you can communicate what is needed clearly to your colleagues.

What impact has the use of the methodology had on yourself and your results? Can you describe any measurable results?
So, applying the tool to our business today, we’ve converted two projects from opportunities into wins, contracts signed. The installations are on their way, that’s great, but continuing to use the tool going forwards, as the company develops new products, we’re able to apply the tool to the new features that we have, and then look at our opportunities: are there existing customers, or do we use them to enter target accounts? So, I think, in that case the tool is helping us to fill our pipeline with opportunities for new products but also to order pipelines so that we can, for example if we see we have an opportunity but there is no compelling reason to act, we spend our time on something else.

Would you recommend SPI to your peers and other companies experiencing similar issues?
I think that the training has been beneficial, as I mentioned. I would recommend it for other companies for sure, and I suppose the best endorsement for that is since we had the original training we’re taking on new staff and we will be organizing to put that staff through the training, because it’s been a benefit for the existing team, and we want the new members to benefit as well.

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