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Dell Computer,
Austin, Texas & Dell Europe (UK)
Dell Computer is
a key manufacturer of desktop
PCs. They have been one of
the fastest growing companies in
their industry. Their
revenues exceed $1 billion.
They employ over 5000 employees.
Situational
Overview
Dell Computer
identified that they needed
outside assistance in developing
more "value-based" selling
skills. The Chapman Group (TCG)
was engaged initially to work
with the Federal Systems Group
to improve these sales skills.
Initial training efforts led to
the identification of other
internal sales improvement
needs, such as; major account
selling processes and skills,
sales coaching/management
development, and management of
client sales knowledge
(especially major accounts). TCG
initiated plans to improve
primarily Dell's key account
management programs. A
"team-based" approach to serving
these accounts was established
using our SMARTS™ key account
management technology. Teams
were built, trained, and
strategic account planning
processes were put into place.
Major account revenues soared!
Over 200 account managers were
trained. Participant reviews and
client reception was exemplary.
Today Dell Computer is
recognized as having one of the
better-trained and process
driven sales forces in business.
Efforts:
Initially trained
select sales & marketing
representatives on improving
their focus on sales and
profitability, and account
managers on implementing a
“team-based” approach to account
management. Training included:
·
Major account management
·
Sales/first line management
·
Sales, sales
management, and account team
member compensation planning
· Managing
channel relationships
· Presentation
skills
· Interviewing
techniques
Results:
·
Continued sales
growth of 30% and re-established
attainment of quarterly profit
objectives
·
Established an
internal library of immediately
available programs
·
Provided
“Just-In-Time” delivery of
developmental programs
·
Trained &
Implemented a national &
international account management
team in less than 90 days
· Continued
growth from $2 billion to $15
billion in less than 5 years |
