A particular conversation with Ted Fowler sticks in my head.
We were chatting on the phone and Ted was explaining the changes he had made to his sales function after reading The Machine. He was describing how they’d copied the model described in Chapter 1.
At that point, I cut him off. “I’m not sure that’s the right model for you guys. After all, you sell a commodity product. And, the organization described in Chapter 1 sells complex (engineer-to-order) projects.”
“That may be so,” responded Ted, “but, I’m not too concerned right now because the changes we’ve made so far have grown our sales by more than 30%!”
That was my first interaction with Westlab. A little while later, Ted commissioned me to run a Solution Design Workshop where he decided to build an inside sales team. And, maybe a year after that, I reviewed Westlab’s progress again in a web conference and Ted decided to convert his field salespeople into Field Specialists (as defined in The Machine).
That’s the sum total of my interactions with Ted and Westlab, meaning that everything they’ve achieved they’ve achieved on their own. And, as you’ll hear, they’ve achieved a lot!
This interview is another example of an organization that’s generated significant growth (doubled sales in less than three years!) with no direct assistance from Ballistix. Further proof of the power of Sales Process Engineering.
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