Customer case: Electrolux Professional
Electrolux Professional sells laundry and kitchen solutions for commercial kitchens, restaurants, hotels and other professional customers and leads the world with millions of installations worldwide.
Previously, the company has chosen to outsource sales and delivery of service and aftermarket through partners. Strategically, the company now aims to sell and partner through sales of solutions for proactive maintenance and service services, as well as spare parts, consumables and accessories. This means that the global sales organization must start selling solutions instead of products, and that they must have their global partner network to sell these new services. It involves a sales process that clarifies the value of the solution for the customer, rather than attributes or benefits alone.
3S is developing a sales manual focused on value based selling of the new service offering. The manual contains background and a strategic context for the new offering, insights and descriptions of value based selling and the concrete steps, sales techniques and practical templates and guides such as arguments, need questions, objection handling and activity planning. It will be part of introducing new sales reps, training the sales team and coaching and training staff individually. Each sales rep and manager should use it to reflect on their own work and introduce different templates and guides into their own work. The manual will also be the foundation on which to base a training programme in value based selling. As the manual is used and experience is gathered, the manual will be updated with new examples, best practice and improved tools.
The manual introduces a common approach to value based selling. It creates a common language and enables best practice and sharing of experiences between sales reps, units and countries. It provides sales managers with a concrete tool to use for training, coaching and operational use for their team and each individual. The manual is a very quick way to spread knowledge and understanding of value based selling in a global organization.