BTS Group and UPM Raflatac - Sales Training or Coaching Program of the Year
Company: BTS Group, Taipei, Taiwan
Company Description: BTS Group AB (BTS) is a global strategy implementation consulting firm founded in 1986 and listed in Nasdaq Stockholm in2001 (BTS b). The firm has over 800 employees across 35 global offices. The company's client base is spread across 53 countries and includes 60 of the U.S. Fortune 100 and over 30 of the Global Fortune 100.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Sales Training or Coaching Program of the Year - Business Services Industries
Nomination Title: BTS Group and UPM Raflatac, Asia: Build Virtual Sales Excellence Virtually
About BTS
【What we do】
By building a mastery of business acumen and people dynamics, we help sales and marketing teams better understand their customers’ needs. At BTS, this means equipping salespeople with skills they need to more effectively engage buyers and prioritize sales activities, providing marketers with the capabilities to leverage deep customer insights, building customer-oriented value propositions and working in alignment with sales team. We partner with clients to co-create the right mix of sales methods, go-to-market strategies, marketing excellence, trainings, simulations, and assessments for sellers and marketers.
【Our point of view】
We know that sales cycles have gotten longer and more unpredictable – but what does this mean for your business? We uncovered that the best salespeople and marketers today sell and market by showing how their offerings help accelerate their customer’s ability to see results. These leaders are Accelerator Sellers and Marketers.
To make your business successful in today’s environment, we begin by codifying on what your great performers already do. Then we combine these behaviours with our extensive research and experience leading salesforces and marketing teams to create “accelerators” that are unique to your company.
Outline the nominated achievement since July 1 2019 that you wish to bring to the judges' attention (up to 250 words):
Featured Client Case Study: “UPM 2020 Internal Sales Excellence”
【Background】
UPM Raflatac, a global producer of label materials, established an internal sales team in APAC. The team consists of experienced sellers but new to internal/virtual selling. In order to develop a healthier sales pipeline virtually, the company partnered with BTS to develop a virtual learning journey to upskill the internal sales team.
【Solution】
From the interviews and surveys conducted, BTS developed a better understanding of the company’s business and the challenges that the internal sales team have. In partnership with UPM, BTS co-created a virtual journey with 3 half-day virtual sessions, online self-pace learning modules, on-the-job application tasks, and follow-up sessions.
【Results】
We take Kirkpatrick's Training Evaluation Model to measure the program’s impact.
Level 1: Reactions, the program was rated 4.3/5 overall.
Level 2: Learnings, sellers are more confident conducting sales call (3.7→4.2), were more knowledgeable of best practices (2.9→3.8), and more confident on building trust with customers virtually (3.2→4.1).
Level 3: Behaviour Change, 22 new customers are connected and received follow-up from the call-planners after the program; 100% participants applied the learnings in the business.
Level 4: Business Results, the internal sales team were able to engage 200-300% more customers (on average) than before and has doubled up the profits generation within the 6 months period compare to 2019.
Furthermore, BTS developed a “Internal Sales Guide” based on the interview findings, know-hows and tools of the program , adding sustainable value to UPM Raflatac.
Explain why the achievement you have highlighted is unique or significant. If possible compare the achievement to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Result Assurance
BTS adopts a practical approach in learning and focuses on delivering results for our clients. We have extensive experience with virtual facilitation best practices, apply experiential learning to help participants learn by doing even in a virtual session, and ensure sustain changes through the learning journey and follow-ups.
1-Engaging virtual session
2- BTS offer high-impact team-based facilitation in virtual combined with on-the-job learning. The virtual session is NOT a conference call for participants to listen in or a webinar presentation of slides, but a facilitator-led live learning event, including team-based activities and discussion, simulation, role-plays, and more.
3- Personalized follow-ups
4- After each face-to-face and virtual session, participants are asked to commit to pre-defined Go-Do actions (on-the-job application tasks). We useact@BTS, BTS’ digital platform, to deliver, measure, and hold participants accountable to their Go-Do actions. Each participant receives automated follow-up emails from the executive sponsor reminding them about their Go-Do’s and providing a secure link for them to update their progress. Each update could be shared with their managers, L&D team or sponsors.
5- Virtual follow-up sessions
6- Leveraging on the network and to sustain learning through their journey, BTS conduct pod or group coaching sessions with participants which are held on a regular cadence. The purpose of the virtual group sessions is to reinforce the learnings and give participants the opportunity to network and share challenges.
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):
Testimonials
"We have a lot of small customers, especially in China. Therefore, we need a low-cost, but highly efficient Internal Sales model to improve customer reach by creating additional sales capacity and better service.
Today, we have 9 members responsible for 8 countries and covering about 700 customers or, 30% of the total numbers of customer in APAC. During the setting up internal sales team, we (UPM Raflatac) were glad to have BTS to give the intensive training to our team covering selling skills, effective virtual communication methods and even joint-effort to come up with the internal sales guide book. With these, it has proven that IS team has doubled up the profits generation within the 6 months period compare to 2019.
Moving forward, our goal is to increase customer interaction via internal sales. In China we are already generating almost 20% of total AV and this number will continue to grow across APAC in 2021." quoted from Chong Pak Hwee, Senior Manager, Commercial Development Asia Pacific, UPM Raflatac
Links and Attachments
See the attached summary deck for the journey and result details
-BTS Sales and Marketing Overview: https://www.bts.com/sales-and-marketing
- https://www.bts.com/docs/default-source/about-bts/bts-sales-and-marketing-overview-2019.pdf
- BTS Sales and Marketing Resources: https://www.bts.com/sales-and-marketing/resources