Fuelling performance with better negotiating skills

The brief

Christchurch-based TransDiesel has built a national organisation selling and servicing diesel-powered equipment. In 2011, it realised that margins were being undermined because its account and product managers weren’t trained in high-level negotiations. They were giving away unnecessary discounts and valuable product because of a lack of negotiation skills. These fundamental business skills were the key to staying competitive in a very tough market.

The solution

The Learning Wave targeted the key players in the business/customer interface – the 20 account and product managers. If we could change their approach to winning and servicing clients, we could help TransDiesel boost its operating margins at a stroke. In addition, we could help the company start to build a culture of learning throughout the organisation.

The first step was a workshop for all TransDiesel’s account and product managers. The Learning Wave used a senior Associate with front line sales and negotiation experience, to introduce key concepts in the most compelling and accessible way. TransDiesel’s managers learned the difference between selling and negotiation, and how to trade rather than give away advantages. The group worked through realistic exercises to apply the new concepts, and were provided with tools such as planning sheets to ensure they took their new learning into the everyday workplace.

The result

The National Sales Manager reports that his team are achieving better results in to “getting to yes.” They are avoiding previous risks, such as slipping into negotiations that lead to TransDiesel’s offer being cherry-picked by shrewd customers. The account managers are enthused and engaged by the process, and are using their new negotiation tools every day.

The bottom line for the business

• Decisive intervention to address a strategic weakness
• Proven negotiation tools customised for TransDiesel
• Protecting margins without compromising customer service

"Our people now understand the basic’ on negotiating, they have a clear process to follow which is more likely to get them to a yes answer. Simply put, our people understand what jellybeans (variables) they have, how valuable they are and how they can use them to their and the customers benefit for a positive outcome.

We now have people achieving better outcomes with their customers because of the additional skills they have gained from The Learning Wave."

Paul Harris, National Sales Manager

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