Case Stories
Read How PFA Embraced Hybrid Sales
New Artifact Enables PFA (SME) to Achieve Highest Activity Level and Second-Best Year for Order Entry Ever
STARTING POINT
- Spent 10 years professionalizing its sales organization
- Expertise, company presentations, products, and more are well-established
- Strong market position with solid results and impressive metrics
- Expected sales behavior outlined in the ‘Conductor’ playbook
CHALLENGE
- Balancing hybrid sales preferences (management’s vs. individual vs. client’s)
- Need for more client meetings, yet finding time and reason for cold calling is difficult
- Challenger Sales approach not fully integrated into sales behavior/daily routine (perceived as ‘time-consuming’)
- Discomfort with digital meetings and preference for in-person interactions
PROCESS
- Deep dive into GTM, toolkit, company presentation, Conductor handbook, etc.
- In-depth interviews with key personnel from east and west regions
- Observations of leaders/sales reps in client interactions, followed by client interviews
- Designed “Customer’s Agenda” artifact in co-creation with sales management and reps
RESULTS
- Highest total results for PFA ever and second-best year for SME segment
- Second-best year in terms of Order Entry in PFA’s history
- Record-high proactive client interactions
TIPPING POINTS
- Consistent weekly follow-ups by sales management
- Exceptionally high ambitions
- 4 out of 5 clients accept proactive invitations to meet on Teams or phone
FINAL DELIVERABLES
- Artifact (playbook) with strategies for micro-meetings, opportunities, time studies, and more
- A new, iterative client-centric working approach
'My account managers have mastered the discipline of ‘micro-meetings’ from the Customer’s Agenda and maintained an extraordinary level of activity. The book is truly being used.'
Sales Director
