CfPS Home

Center for Professional Selling

Landmark Sales Effectiveness Study Invites Your Participation

March 12, 2012

For the past 10 years, a UK-based management consulting and training firm named Silent Edge has been refining an approach for driving sales growth in boom and bust cycles. Their methodology places sales managers at the center of the equation by equipping them to objectively observe what their salespeople actually do during customer-facing calls.

Skills in these "critical hours" are benchmarked against a scorecard of best practices for each sales role, and coaching is given by the manager to fill observed skills gaps. To date, every sales role in major industry sectors has had its own unique skills scorecard developed based on what the top 20% of salespeople do to drive business. Lifting all salespeople to perform at that level is the goal of the Silent Edge system.

Companies like Bank of America, Orange, Barclays, BT and others started by applying this approach in isolated pockets of their field sales and call center teams. These control groups consistently demonstrated sales growth dramatically higher than "untrained peer groups." In fact, 100% of companies exposed to this approach report an immediate and sustainable effect. The minimum lift to year-on-year revenue has been 8.6%. Most companies achieve results much higher, along with a corresponding culture shift to be more business-savvy.

Whenever a new approach to sales performance improvement is announced, it can be met with skepticism. The same was true when Silent Edge's customers reported such dramatic results in the British press. In 2008 the UK's leading business school based at Cranfield University (similar in status to Wharton in the USA) wanted to test these claims, to either validate or debunk them.

After six months of crunching data, the analysts and professors there announced the approach as ironclad, and proceeded to write a paper on it which was published in the Harvard Business Review (December 2010). The paper revealed how eight different types of 'sales persona' exist in today's companies. Only three of these are effective at impacting revenue. The other five do little more than take orders their customers already decided to give them. Even worse, some can prevent sales from happening. Knowing the 'Sales DNA' of your salespeople -- and how to move them to one of the three effective styles -- is just one of the proven outcomes of the Silent Edge approach.

In the shadow of the worst recession in 70 years, CEOs are looking for guarantees for top line growth that make a direct impact on the bottom line. This year, Baylor University will work with Cranfield University and Silent Edge to measure and validate the impact this system has in American companies. An additional facet of this study includes measuring for the first time how a manager's coaching efforts impact on revenue. It will also chart how readily U.S. salespeople move from the five unproductive sales personas to the top three types.

If you'd like to experience a dramatic upswing in revenue this year, we extend an invitation for your company to secure its place in this landmark project.

In the space of 6-9 months you will understand more about how to make your company successful than ever before. You'll gain empirical insights into why some salespeople and managers are your top producers -- and how to scale that across the rest of the organization. While results will vary, a decade of precedent suggests your business will grow by at least 8.6% above current forecasts as a result of participation. You'll also be one of the first in the country to receive a copy of the final U.S. study results at a VIP-only event we'll run at the end of 2012.

CONTACT:

Center for Professional Selling:

Andrea Dixon, Exec. Dir. | andrea_dixon@baylor.edu | 254-710-1986

Border Title