Organisational transformation Singapore

Purple Sage

Sales Performance Coaching Achieved Stellar Sales Growth During Market Downtown for Purple Sage

Purple Sage offers a sophisticated catering service that satisfies the needs of the modern and discerning consumer. After just three years of starting the business, Purple Sage became one of the most well known, often quoted in the media, local catering service providers.

However, stiff price competition prompted the company to re-look their sales strategy, engaging a sales performance coach who moulded the sales team to be confident high-powered salespeople.

Background
2004 was a year of economic doldrums for Singapore. Companies had tight budgets and unemployment was at its highest. Price slashing became a common sight in the catering industry. To add to that many new catering set-ups entered the market, which stiffened the competition further.

Challenge:
Being a lean organisation, Purple Sage felt that it was not in their interest to wage a price war to outlast the competitive arena. Recognising that it was a tough market, Purple Sage instead took the opportunity to invest in training and develop a sales team that was capable and confident to focus on higher value selling instead of price-cutting.

The key challenge was to shift the selling paradigm of the sales force to become a confident high powered seller and differentiate itself from the rest, especially in such a competitive environment.

Solution Offered:
Before designing the training solution, Discipline Dynamics joined the sales team on their sales calls to understand their customers and the challenges of selling to a price-sensitive market. We also worked closely with Tony to understand the resources available and the constraints of a young company.

We then proceeded to develop a customer-centric sales workshop program to refresh and refocus the team about selling based on asking questions, managing objections and listening actively, to address the needs of the customer.

To ensure the effective transfer and application of the training, we continued our training consultancy by providing fortnightly follow-up training sessions for the sales force. The goal was to track and consolidate feedback from the application of the learning from the workshop.

In addition, we attended and facilitated sales management meetings to ensure that the ongoing training sessions comprised relevant topics crucial to closing the sale.

Results
In three months, Purple Sage’s sales team had become confident in welcoming objections and dealing with higher-value selling. Visible results included the closing of large-sale contracts and the growing confidence to manage and even up-sell to difficult clients.

By the end of 2004, Purple Sage had achieved a record breaking year in sales since its inception, in spite of the challenges of a tough economy and an on-going price war within the catering industry.