"Adviser Partner has helped our salespeople become twice as effective"

To achieve a more consistent sales level over time and to find effective keys for individualized coaching, Eniro enlisted the help of Adviser Partner. Johan Malmström, Sales Director, says that the collaboration has had a great effect on several levels.

Johan Malmström has worked at Eniro since 2004 and has followed the transformation journey, from a catalog company to an online company, within Marketing Technology. For the past four years, he has taken on the role of Sales Director, which means responsibility for the entire sales organization in Sweden with a strong focus on modernizing the business model.

- We have gone from a catalog mindset to implementing marketing automation in our sales processes. In my role, I work closely with the sales managers towards the right revenue, few key figures and a healthy organization, Johan explains.

Background information

Eniro operates in a competitive industry and has a large number of orders to win - while at the same time needing to deliver quality. Johan is convinced that focused and continuous training is one of the pillars of achieving a strong sales floor.

- What motivates me most is to see others grow into their roles and move forward.
I work on the basis of the motto to push through small changes often.

With several different sales departments to coach, Johan realized early on that Eniro needed to implement a common process and game plan for each area and take sales training to a new level. Hiring Adviser Partner was a natural choice.

- Adviser Partners share our approach to sales, have an eye for detail and are good at explaining.

Challenge

The sales organization has faced challenges with peaks and troughs in its work. In addition, in a complex business with a large number of customers, the onboarding process was often lengthy.

- We needed to achieve a more consistent, long-term sales level and find accurate tools that would quickly get our employees into each customer project.

Solution

Adviser Partner was brought in to provide consultation and training at management level on effective sales practices. Since then, they have followed up with another program to refine the coaching and implemented a sales training program that includes all salespeople in the Swedish organization. The training made Eniro go to the core and focus on the sales call itself. 

- Adviser Partner has gotten us to train more on an individual level and sent us concrete tools on how to be more specific in our training. They have helped our sales managers to more quickly pinpoint where in the process their salespeople need to be trained and helped employees better understand why our approaches look the way they do. In addition, they have equipped us to directly implement new hires into Eniro's sales strategy. We train, work and live with the tools from the Adviser Partners program.

Outcome

The collaboration with Adviser Partner has had a major impact on several levels. 

- Adviser Partner has met all our expectations and more. Today, it is possible to get new employees to perform at a high level quickly and the sales training has contributed to consistency over time, our peaks and valleys are much smaller now than before, Johan explains and adds:

- We have also increased our hit rate and our sales figures. Adviser Partner has helped our sellers become twice as efficient. If we compare April 2020 with April 2021, each salesperson has sold 97% more this year. In terms of number of employees, we have never been as good as we are now, we are many who deliver a lot.

Employees have also noticed clear differences when applying Adviser Partners' tools in their sales processes. The feedback Johan has received has been positive throughout.

- Our salespeople have found that they have gained both skills and money, which is the best effect you can get from sales training. People who are more engaged and want to contribute are incredibly valuable. In the long run, I know that this will have a positive impact on our staff turnover with employees who want to stay because they feel good and have fun.