Cummins Improved Quota Achievement by Refocusing on the Customer

The Challenge

Cummins was suffering from a segmented approach to selling. Disparate groups engaged customers in different ways. In fact, the only commonality among the silos was a transactional selling model that ignored the specificity of the customer’s needs. The business discovered that they needed a cohesive selling system that could increase opportunities with existing and new clients. Empowering sellers with a new set of skills could serve the dual purpose of boosting effectiveness and helping them develop longevity within their careers at the company. Meeting these challenges meant adopting a consultative framework. Cummins partnered with Richardson Sales Performance to teach their sales professionals new ways to understand the customer and deliver solutions that engaged those specifics.

The Approach

The business engaged Richardson Sales Performance for their ability to wrap proven practices in industry-specific scenarios that relate to the sellers. Sales professionals and their managers all attended a two-day Consultative Selling program. The success of training encouraged the business to participate in Coaching for Sales Results, Consultative Negotiations, High-Impact Presentations, Expert Selling Collaborative Account Development, Strategic Prospecting and finally, Service to Sales. The efficacy of these programs is evidenced by the business decision to permanently adopt the training as part of their sales certification process. Moreover, the universality of the program’s core principles helped sellers ranging from such diverse locations as the South Pacific, South Africa and the U.S.