Building comprehensive commercial capabilities

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To address this challenge, the company worked with Lepaya to implement a comprehensive value-based selling program designed around three transformational goals that would reshape their sales approach:

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1. Strong customer focus
   • Understanding customers and developing deeper relationships
   • Gaining deeper customer insights through active questioning and listening
   • Flexibly adjusting communication styles to influence various decision makers
2. Solid account potential understanding
   • Business landscape mapping and financial data understanding
   • Analyzing account potential and growth opportunities
   • Building and evaluating relationships with decision makers
3. Value-based solution development
   • Developing solutions based on client needs and benefits
   • Demonstrating expertise by communicating clear value propositions
   • Building solutions that solve operational issues and increase customer effectiveness

Practical learning that drives real change

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The success of the Commercial Academy program lay in its highly practical and engaging approach. The training incorporated real-world scenarios and hands-on exercises that allowed participants to practice their new skills in a safe environment before applying them with actual customers.

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The quality of content and delivery also received high praise, with participants noting:

"The content of the session was superbly designed and explained."

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This attention to program design ensured that learning was not only engaging but also immediately applicable to daily sales activities.

Measuring impact: Transforming perspectives and results

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The Commercial Academy program delivered impressive results across multiple dimensions, demonstrating the power of strategic sales training at scale:

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• 2,500 participants across 85 countries
• Net Promoter Score of +91
• Exceptionally high levels of participant satisfaction and likelihood to recommend

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Beyond the numbers, the program achieved its core objective of transforming how sales professionals approached their work. The shift in mindset was perhaps best captured by one participant:

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"Allowing to really reflect on these value selling situations, outside our day-to-day job. Refreshing insights and tools to take along in the next customer meetings."

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This transformation translated into practical changes in how sales teams engaged with customers. Participants reported feeling more confident in customer meetings, better equipped to understand financial information, and more capable of presenting solutions that clearly demonstrated value to clients.

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The program's success demonstrates how targeted skills development can transform commercial performance in complex B2B environments. By equipping their sales teams with comprehensive value-based selling capabilities, the global supply chain leader has created a foundation for sustained commercial success and stronger client partnerships in the competitive logistics market.