Class review - Sales Training for DELO Industrial adhesives (3 part series)
  • Eric Molin

Class review - Sales Training for DELO Industrial adhesives (3 part series)

Updated: May 22

DELO is a world leader in industrial adhesives, even winning a place in the Guiness Book of World Records for their adhesive products. In 2017 and 2018 Impact Presenting performed a series of projects focused on improving their sales teams' performance. The first sales training was in Windach, about 1 hour west of Munich at their headquarters.


This course, like many of our projects, was highly international. We had salespeople coming from 6 different countries attending.


The agenda, very similar to our typical sales training, included 1) how to have a sales-oriented attitude 2) how to fill a pipeline 3) getting appointments 4) presenting, also upselling and cross-selling, and closing the sale.


We focused on giving a persuasive presentation created based on what the customer needs are (and how to find those out) and after pitching them, checking with them what they think of your pitch and if there is buy in and if you can move it forward.


DELO European Sales Team, Europe

Phase 2 of the sales training took place in the US, in a suburb of Boston, at DELO's US Headquarters. We hosted a 2 day sales workshop with the US sales team as well as the pre-sales and post-sales engineers.


Over the 2 days we had a similar agenda to phase 1, with a focus on all the same key sales competencies, adjusted to the fact that it was a more homogenous market - US salespeople and US customers, as compared to Europe with so many languages and cultures.


Having successfully completed 2 major workshops, DELO now wanted to focus on the spearhead of their US expansion, which was their team of salespeople responsible for new account development.


For the 3rd phase of the sales training, Josh, Tim, Jonathan and Eric spent a day together in Charlotte, North Carolina, focusing mostly on getting the sales meeting appointment.


In this final sales coaching module we focused on how to pitch their company, fast, to the right person and to get an appointment for a face to face visit. Some challenges we faced were getting the right person on the phone, overcoming the "email me some information" response, and getting the appointment.


The key takeaway here was that they should sell the appointment, not the product or company.

DELO New account acquisition team

The feedback has been that these trainings resulted in a direct improvement to sales performance both in the number of new appointments, number of new clients, and average turnover per client.

Sales training works. For more information, get in touch with us for an immediate consultation.


Review by Josh Boquist

"I have worked with Eric several times now and have always been pleased with the classes which he provides. Eric worked with several of us together to make the class interactive and the class was very well tailored to our needs as professionals and to our industry. Thanks Eric!"


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