A leading multinational technology company has been facing
severe “knowledge competence” issues with its
frontline sales people and those associated with its partnering
Two symptoms of the problem are “expertise
choke” and “down selling”. There is a dearth
of experts on one hand, and pressure from potential customers
for immediate response on the other.
The only solution was a rapid upgradation of
knowledge competence for the sales person.
Initial solutions to this problem includes (i)
a product support website (ii) updates, (iii) regular refresher
programs, (iv) e-learning programs, etc. However, it was found
that while the content for all these programs was excellent
– the gap was finding ways to make it usable on a real-time
basis by the sales people, when they faced specific and dynamic
questions from potential customers.
This set of possibilities is
mapped in the visual below:
Possibility: Sales Designer
Illumine’s work with the salesmen helped re-envision
the sales force as customer-solutions designers.
As a customer solutions designer each sales person
would need to
- Direct the flow of discussion with the client
- Respond to client queries most effectively,
- Deliver appropriate communication modules
for discussion with the client.
Most important, the sales person would need to
“consult” clients thereby build their trust and
drive home product differentiators and impact client business.