Working with Richardson, Cargill evaluated its existing sales processes, compared strengths against best practices, and established a sales cycle that would resonate among all teams. The Cargill Sales Framework addressed six stages of the sales process: Explore, Discover, Create, Present, Close, and Strengthen and Expand Relationships. For each stage, high-impact activities and specific measures of success were defined.
Richardson worked with Cargill to customise a curriculum to train salespeople to effectively engage, sell, serve, and retain customers, as well as train sales managers to coach and train sales leaders to lead organizations. An additional goal was delivering rapid value to the organization in three main areas: customer satisfaction, market share, and overall financial return.
In addition to the comprehensive instructor-led training, Cargill employs diagnostic instruments as well as post-training sustainment tools, including gamification, manager-led reinforcement sessions, newsletters, e-learning, and webinars. All these assets are used as part of a measurement system in accordance with Kirkpatrick’s Four Levels of Training Evaluation Model. Cargill’s Learning and Development team designed a comprehensive change management strategy to ensure long-term programme success and to get crucial buy-in from the leadership of each business unit. Cargill’s Sales Effectiveness program guide summarised goals, details, workflows, timelines, and change management models and served to gain executive sponsorship.