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Home >> Case Studies
From Components to Solution Selling

China is fast becoming a highly competitive marketplace and reliance upon the more traditional selling methodologies does not guarantee success.  More and more companies are equipping their salesforce not only with sophisticated sales system but also with strategic sellings skills. 

Advanced selling methods such as Enterprise Selling is an appropriate learning solutions for companies who want to transition from "components" selling to 'solutions-based" selling.  By going to the latter approach, the organization and its sales personnel will have to adopt a methodical and systematic approach with regard to
  • sales goal setting
  • identification of the right issues the clients face
  • identification of hte right opportunities
  • knowing and building relationships with the right people in the client organization
  • defeating competitor solution
  • developing a proven methodology for regular review of the business sales opportunities.

The case study discussed here provides you with a knowledge how Enterprise selling maybe implemented to boost your organization's capability to tacke high value and highly complex opportunity. 

Contact us so we may discuss how we can help you today!

The Client

The client is a German company engaged in the manufacture of gear boxes and servo devices used in the textile industry, automotive sector and in airport conveyor belt systems.  They have significantly expanded their business and sales force to around 25 field force who needed a new mindset in identifying, responding and winning significantly large deals.  Prior to the learning program, they were inclined to sell parts or small components of their systems that hinder their organization to deliver complex, more high-value and long-terms solutions.

The Need

The client has challenged Executive Learning Center to
  • create a program that would gradually change the mentality of their sales force and make them more strategic and large accounts focused and
  • to transfer practical knowledge, skills and tools that the sales force can use to win large deals.


Our client felt that without the necessary skills and tools and the proper mindset in meeting the complex demands of their clients and the markets they operate, they would miss important opportunities crucial to their short-term and long-term profitability.  The client was also aware that changing mindset was not an overnight process and that it would take initial efforts followed up by effective relevant learning experience that would gradually help the sales force re-focus their attention and re-think about their sales methodology.

The client expects that at the end of the learning program, their organization would acquire new tools for winning and maintaining large accounts  and a continuous dialogue between their sales force and key stakeholders within their organization will be developed to understand the challenges and the gaps that need to be addressed to ensure high rate of success in their highly competitive environment.

The Solution

Program Vision.  Executive Learning Center partnered with a UK-based learning organization in developing and customizing an advanced selling methodology for the China market.  The program was based on over twenty (20) years successful professional experience of the program developer in winning and enlarging the sales opportunities on his key accounts.  Executive Learning Center identified a suitable trainer from China who could effectively deliver the program in the Chinese language and adapt the national and organization culture of the client.

Using our learning quality system, (see Methodology for Effective Learning document for details, pages 2-3), Executive Learning Center defined the business and learning objectives of our client and proposed a three (3) day Enterprise Selling Program with a half-day follow up session 3 – 6 months from the delivery of the program.  This program is divided into eight (8) key modules as such:

  • Planning
  • Understanding the Right (Client) Issues
  • Understanding the Right Opportunities
  • Calling High
  • Knowing the Right People within the Client Organization & their Overt and Covert Decision Making Process
  • Building the Right Relationship
  • Account Strategy
  • Deal Clinic (a sales opportunity review session that aims to unveil the weaknesses of the Account/Selling Strategy of the Sales Force)


Program Execution & Management.   The Program was customized according to the requirements of the client and has been fully translated in to the Chinese language.  Our learning consultant prepared the project and communication plan and prepared the learners by conducting a Pre-Learning Skills Assessment.  A comprehensive understanding of the client’s business objective had been conducted and the program evaluation metrics were defined before the program has been implemented.

The learners are provided with sufficient program briefing and pre-learning information to ensure their preparedness. 

Program Duration.    A three (3) day Workshop + over six (6 months) of supporting the client with regular meeting and a follow up review session

The Result

Program Planning & Preparation.  Our client's feedback was:  ‘During the period of preparation, the Executive Learning Center provided excellent support.  The training content was discussed in detail with the management and all requirements and comments from our company were taken into consideration.  The Executive Learning Center was very flexible in adjusting the training materials according to our needs.

The Executive Learning Center introduced a trainer whose lecture style was very professional and who motivated the participants during the training.  The student’s feedback was very positive on the organization of the training as well the teaching style.”
Comments from the HR Manager and General Manager.

Mindset Change.   Within six (6) months after the Program implementation, the client observed changes in the mindset of the Learners.  Follow up session was conducted and sales opportunity review sessions revealed that the Sales Force are now more confident to face challenging and complex client requirements.

They also started to appreciate the effectiveness of the Account Planning and Opportunity Planning Tools that were provided in the Program.
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