Coyote is a leading third-party logistics (3PL) provider, matching shippers and carriers with supply chain solutions. The scale of the organization is global, with over 70,000 network carriers, approximately 3,000 employees, 10,000 loads shipped per day, 14,000 shippers, and 20 offices worldwide. During a period of rising demand, new carriers flooded the market, and competitive forces put pressure on margins. The sales organization at Coyote recognized the need to better position themselves in order to generate new business and retain customers by moving beyond serving the immediate need and instead delivering sustainable solutions and building long-term relationships. They also needed to shift their selling focus from price to value. Coyote leadership recognized the opportunity to transform their sales organization from demand fulfillment to demand creation as a strategy in order to stabilize revenue and protect margins in all market conditions.
6x Increase in average gross margin per month
Participants, on average, gained one additional customer per month
25% Increase in average outbound calls per day
I’m only 13% through Consultative Selling course and my mind is blown. The Selling Framework, the Six Skills, the milestones, the micro-burst training format…..I’m seriously blown away. It’s like Richardson designed a program specifically for me and my learning style. You found something incredible here. For all sales levels!
The leaders at Coyote wanted a continuous, robust, and scalable sales training solution based on behavior-based skills, leveraging the power of listening, questioning, and relating to establish credibility and build trust. Coyote collaborated with Richardson Sales Performance to build a long-term training curriculum consisting of a two-day Consultative Selling course and a one-day Developmental Coaching program for sales directors and managers followed by a two-day Consultative Selling course for over 1,000 sales professionals. Following this was a sustainment program consisting of coaching and reinforcement tools like Accelerate, a digital and mobile-optimized program, and QuickCheck, a program delivering an email each day that tests the learner’s knowledge. The solution focused sales professionals on making the transition from:
• Product selling to need-based selling
• Seller-centric to customer-focused
• Features and advantages to benefits and value
• Proprietary leadership to thought leadership and insight sharing