One of our associate consultants recently visited a long-term client in Finland. The client, a sales director for an international company in the metal industry, shared that the organisation’s product offering had changed dramatically. In addition to traditional products, they now offered new energy-saving solutions and a range of innovative services.
This shift required the sales team to transition from selling simple, traditional products to selling complete, more complex solutions.
The organisation’s goal in a highly competitive market was clear: differentiate themselves with pioneering products supported by comprehensive solutions.
The Challenge
The sales director faced a significant challenge. He needed to refocus his veteran salespeople, who were accustomed to selling a familiar range of products, and get them motivated to sell a completely new mix of products and services.
There was another problem as well. The client base had changed. Where the previous target market consisted mainly of small and medium construction companies, the new client segment included professionals such as architects and designers.
This required the sales team to learn how to understand and communicate with a very different type of customer, apply the new solutions to their needs, and still close the deal. It was a major shift in thinking and behaviour.
The Need
The sales director needed a human resource tool that would help communicate the updated sales process to local sales managers and salespeople. The tool needed to show each salesperson:
- Their natural strengths
- Their development areas
- How their style aligned with each stage of the new sales process
This is where the DISC assessment came in.
The sales director aimed to build a development plan that matched the new sales approach, new products, and new customer segment.
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The Change Vision
To successfully adapt, the company needed a shift:
- From old thinking to a new approach
- From reactive selling to proactive selling
- From old products to new solutions
- From existing clients to new professional clients
The Tool
The sales process was defined step by step, and each sales team member was mapped on the Extended DISC® Profile Diamond. Every stage focused on selling the new products and services to the updated client segment.
The report included:
- A customised cover page with company branding
- A comparison of the Sales Process on the Diamond with flexibility zones
- Job templates showing behavioural competencies needed at each sales stage versus natural style
- A Personal Development Plan for each salesperson
The Process
Key behavioural competencies were identified and added using the FinxS Report Designer. These competencies were then scored in the assessment results, enabling each sales team member to clearly see:
- Their strengths in each stage of the sales process
- Their development areas
- The adjustments needed to succeed with new products and new customers
The End Result
Despite being a relatively new initiative, the organisation has already increased its market share by 5% in a competitive environment. Continuous training on the new products and services has played a central role in this growth.
Some salespeople chose new career paths or accepted retirement packages. However, the majority adapted successfully, embraced proactive selling, and continued strong performance with both new product offerings and new client types.
DISC assessments gave the company clarity, direction, and a practical pathway to help their sales team evolve with the market.
Want to Transform Your Sales Team’s Performance?
Use DISC Assessments to map strengths, identify development areas, and equip your team to succeed with new products and new customer segments.
