Company: Wilson Learning Corporation, Minneapolis, MN
Company Description: Wilson Learning is a global, award-winning performance improvement provider that helps organizations navigate the ever-increasing business complexities of the 21st century by maximizing their sales, service, and leadership effectiveness. We align the right curriculum and learning services to each client’s business objectives and ensure sustainable, measurable results.
Nomination Category: Solution Provider Awards Categories
Nomination Sub Category: Sales Training Practice of the Year
 Nomination Title: Wilson Learning – Achievements in Sales Effectiveness
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2020 of the nominated organization, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 190 words used.
Wilson Learning is a global leader in sales and sales leadership effectiveness. We partner with sales organizations to execute strategy by employing a disciplined and dynamic holistic approach that fortifies the sales culture, aligns to an effective sales process, and embeds targeted skills and tools that enable measured performance improvement, resulting in increased win rates and accelerated sales growth. With ever-increasing market changes and pressures, we guide organizations through business complexities and facilitate sustainable behavior change with digitally-enabled and collaborative learning journeys and the right mix of services, including sales effectiveness consulting, assessment, customization, and measurement. Our global approach enables us to consistently develop and deliver high-impact sales solutions for clients in 50 countries and 30 languages.
Historic milestones include:
- 1965: Founded by Larry Wilson
- 1968: Launched sales training design and delivery capabilities
- 1978: Launched research and measurement capabilities
- 1981: Acquired by John Wiley & Sons
- 1984: Launched assessment capability
- 1991: Privatized
- 1992: Globalized
- 2004: Launched holistic performance improvement approach
- 2009: Launched online reinforcement approach
- 2015: Launched sales effectiveness consulting services
- 2020: Established partnerships with NovoEd and Profiling Online
- 2020: Launched digitally-enabled learning approach supported by a Collaborative Learning Platform
- Outline the organization's achievements since July 1 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 227 words used.
Since July 2020, Wilson Learning has been dedicated to helping organizations achieve sales excellence through our thought leadership and the development of curricula that changes sales leader and salesperson behaviors. Our sales effectiveness development enhancements have resulted in two innovations: Artificial Intelligence (AI) capability and creation of hybrid sales development.
Our AI capability has focused on supporting managers’ feedback on sales behaviors. Sales managers lack time to provide detailed feedback on every interaction. Therefore, we incorporated the capability to record salespeople in key interactions with customers and used AI to provide feedback on their communication and presentation behaviors. Combined with a manager or coach’s expert input, this method provides a much more thorough, detailed, and insightful message to the salesperson.
The challenges in sales development during the pandemic have illuminated the need for development capabilities that are more effective at delivering client focused behavior change. Over the past year, we have strategically combined multiple delivery methods to develop a new delivery that is as effective as classroom training and has provided superior results. Our new approach has evolved significantly beyond the traditional blended learning capability. It combines interactive digital delivery of learning, virtual learning, digitally supported peer interactions and coaching, video based practice and feedback, and strategically placed traditional in-person sessions.
Other notable achievements include:
- Supported over 265 customers
- Received 15 industry awards specific to sales effectiveness
- 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):
Total 217 words used.
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“Wilson Learning Achievements—Sales Effectiveness” PDF
A separately attached PDF that includes evidence to the effectiveness of the new learning approach, customer testimonials, case studies, and links to articles and webinars
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Wilson Learning Case Studies (Update)
A collection of recent case studies with client feedback is included in the separate PDF document, including:
- Fortune 500 Industrial Supply Company Differentiates with Value and Increases Annual Revenue
- Enhanced Ability to Execute Effective Competitive Strategies Resulted in 27% Revenue Increase
- Half of Fast-Growing Biotech Sales Team Attributes up to 50% of Sales Performance to Consultative Sales Skills
- Global IT and Business Consulting Firm Attributes a 28% Revenue Increase to New Consultative Approach
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2020–2022 Industry Awards: Links to the industry awards Wilson Learning has been honored to receive over recent years
https://global.wilsonlearning.com/results/awards/
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2020–2022 Press Releases: Links to relevant press releases, including industry awards and partnerships with NovoEd and Profiling Online
https://global.wilsonlearning.com/category/press-releases/
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A Sampling of New Articles and an E-book Specific to Sales Effectiveness
Additional published resources are provided in the separately attached “Wilson Learning Achievements-Sales Effectiveness” PDF.
Selling to Value: What Happens Post-Sale Impacts Success: https://global.wilsonlearning.com/wp-content/uploads/2022/12/eBook_Selling_to_Value.pdf
Key Account Management as a Sustainable Competitive Advantage: https://global.wilsonlearning.com/landing/the-key-account-management-model/
Boost Your Personal Power by Challenging the Way You Think: https://global.wilsonlearning.com/resources/boost-personal-power/
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- 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 organization's past performance (up to 250 words):
Total 214 words used.
Every year, Wilson Learning disseminates thought leadership that helps organizations overcome significant challenges and enhance sales effectiveness. Since July 2020, we have addressed challenges such as building sales capability in a digital world, effectively engaging clients in the new hybrid selling environment, and more. Grounded in research, we advocate for disciplined approaches that reliably produce business results.
Based on research and testimonials, our new training approach—supported by our Collaborative Learning Platform—produces higher levels of sales performance, engagement, and skill development that is equal or superior to in-person training. This approach integrates critical elements—content released over time, interactive learning activities integrated with peer discussions, real-world application with expert coaching feedback, and manager coaching—that drive behavior change. Evidence of the effectiveness of this approach is summarized in the “Wilson Learning Achievements-Sales Effectiveness” PDF.
Our research and capability development center on the need to deliver meaningful behavior change in salespeople’s interactions with customers. While digital-only sales training has been effective in delivering sales knowledge, it has failed to maintain and improve the key communication, interactive, and negotiation skills of salespeople. The culmination of our development of this hybrid delivery method means that you can use digital learning combined with multiple other methods to have a real impact on the behaviors of salespeople and their success with customers.
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