Jamaica Promotions Corporation (JAMPRO) - Sales Process of the Year

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Company: Jamaica Promotions Corporation (JAMPRO), Kingston, Jamaica
Entry Submitted By: ValueSelling Associates, Rancho Santa Fe, CA
Company Description: ValueSelling Associates equips B2B sales professionals to compete on value, not price, using a time-tested methodology with proven results. Our expert Associates create custom sales improvement training delivered globally in over 17 languages. With ValueSelling, sales professionals get the tools, skills and processes to effectively qualify, advance and close more sales with higher margins.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Sales Process of the Year

Nomination Title: JAMPRO 

JAMPRO (The Jamaica Promotions Corporation) is the ambassador of the Jamaican brand, promoting investment and export opportunities to grow the country’s economy and enhance the life of its citizens.

The Sales Division is comprised of six sales departments with additional sales support provided by 4 Regional Offices/departments from the Marketing Division. Each sales department is responsible for unearthing and converting opportunities for new investments/reinvestments and export:

  1. Tourism
  2. Agribusiness
  3. Logistics, Infrastructure and Energy
  4. Global Digital Services
  5. Film, Animation and Music
  6. Non-food Manufacturing

The division is supported by a sales operation department, which is the backbone of the sales organization, responsible for the administration, process improvement, implementation of strategic cutting initiatives, monitoring, reporting, and analysis.

Over the past 18 months, JAMPRO has honed its value proposition and positioning of the country on the global stage as an attractive place for doing business. Specifically, the JAMPRO team has transformed from being promotions-led (net fishing) to sales-led (spear fishing).

A key aspect of this transformation has hinged on the adoption of the ValueSelling Framework sales methodology, coaching and ongoing reinforcement, which has increased the team’s sales skills and enhanced team morale.

With the COVID-19 pandemic, the sales organization was forced to reach clients and investors with the utmost of creativity in a virtual environment.

Outline the team’s achievements since July 1, 2019 that you wish to bring to the judges’ attention (up to 250 words = 249).

Part of JAMPRO’s strategic plan was a concerted effort to transform the organization into a bona fide sales organization specifically in response to the changing Foreign Direct Investment (FDI) landscape.

JAMPRO has significantly changed the way it conducts sales and specifically how team members engage clients, identify prospects, and form long-standing partnerships.

The division worked together to transform critical elements of its sales process:

  1. Value propositions: Precise value-based messaging focused on solving specific business issues for each of the key sectors
  2. Competitive differentiators: How Jamaica is differentiated from its competitors in each of the key sectors
  3. Client Engagement: As part of its direct sales effort, the team rolled out aPrime Account Management Strategy to engage and close the most promising key accounts
  4. Optimization of Sales Support:
  5. Clearly defining the role of Sales Operations
  6. Establishing a sales cadence that promotesstronger collaboration across divisions, more accurate forecasting, greater individual and collective accountability, and deeper embedding ofValue Selling Methodologyand tools
  7. EstablishingKPIs and supporting reports fortracking achievements vs targets
  8. People Development:
    1. Assessingskill levels against best practices in salescompetencies
    2. Establishing a training and development programthat bridges gapsidentifiedto build a high-performance sales culture

Key achievements include:

  1. Capital Investments (Capex) – Achieved 100% of targets
  2. Job creation – Achieved 128% of targets
  3. Export sales – Achieved 88% of targets (amazing feat considering a fallout of operations in the box siding/aluminum industry, a major exporting segment)

Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the individual’s past performance (up to 250 words = 250).

JAMPRO’s achievements are notable because of the unique use of a sales methodology by a public sector agency to promote the economic viability of and investment in a country to benefit its citizenry. Throughout JAMPRO’s transformation, the sales team has differentiated itself and the country of Jamaica by:

  1. Creating alegacyin leadingthe organizational transformation
  2. Establishing adiscipline andsystematicapproach to salesthat has led to staff being more empowered and confident in sales techniques
  3. Becoming more efficient and effective throughout theentiresales cycle, which is increasinglycritical due to the COVID-19 pandemic

While JAMPRO is in the early stages of assessing the results, JAMPRO is seeing “green shoots”:

  1. Increasein numberof leadsgeneratedbased on constant GAP assessment
  2. Improvement inquality of leadsgenerated(GradeA leads)based on opportunity assessment supported by Value Sellingmetrics
  3. Higher-quality conversations at all levels,which is expectedto resultin higher conversion rates
  4. Greater sense ofownership and accountabilityinachievingindividualandcollective targets with a tracking of metrics
  5. Ongoing reinforcement with weekly role play exercises and monthly webinars to refresh the sales and marketing teams on key ValueSelling concepts

Since implementing the ValueSelling Framework sales methodology, JAMPRO has witnessed division-wide behavior change in precision, structure, and confidence.

  1. Thoughtful pre-sales call planning and follow-up emails
  2. Use of OPC questioning technique for more fruitful conversations and discovery of new opportunities
  3. Opportunity reviews centered around a common language

Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words = 157 words).

JAMPRO Sales Engine Overhaul: PDF demonstrates how JAMPRO has adopted and integrated the ValueSelling sales methodology into its DNA, KPIs, and ‘nuts and bolts’ of how the team conducts business:

  1. Use of ValuePrompter
  2. Use of Plan Letter
  3. Flow of conversion process follows the Qualified Prospect Formula
  4. Embedded into the CRM system

JAMPRO Operationalizing ValueSelling Process: PDF example of how JAMPRO on a division and department level has adopted and integrated ValueSelling into its sales process.

JAMPRO testimonials: Quotes from sector managers on the results of adopting the ValueSelling process.

JAMPRO website:
https://dobusiness.gov.jm/

Business View Caribbean
Overview of JAMPRO

Press releases demonstrating JAMPRO’s reach:
Launches National Business Portal (NBP) to facilitate business-to-government transactions
Engages Ministry of Foreign Affairs and Foreign Trade in Economic Diplomacy Programme to promote Jamaica for investment and trade opportunities
Promotes Buy Local Campaign to Offset Pandemic Impacts
Advances Local Agribusiness Sector
Upskills Jamaican workforce for digital economy
Signed Madrid protocol to protect Jamaica’s intellectual property rights
Expands exports of popular Scotch Bonnet hot sauce