Avchem gained focus, and closed more sales.
“When we first went to the market, we spent more time on lookers than buyers. The market’s curiosity nearly sunk us. But working with BentonsEdge and our few buyers, we developed tailored Value-Stories for each customer perspective and the know-how to use each at the right moment in the sales process. We became targeted and effective and eventually shocked the industry by winning the largest service contact of the decade.”
— Mark Reighard, CEO, Avchem, Inc.
As the sales process and communications challenge came into focus, Avchem spent less time with “suspects” and more time with real “prospects.” Sales meetings became more productive because each meeting was orchestrated with the right message, sharing relevant facets of the value story tailored to the listener’s role. Avchem engaged several prospective customers in serious negotiations, and in due time sold-in its new service concept and closed several high-profile sales.
[See the related Avchem case study: Build a winning multi-million dollar proposal with Value-Story Selling.]
On the strength of those sales, Avchem has more than doubled in size. It continues to use the Value-Story Selling approach to keep its programs sold.
Selling something new into a conservative industry? There is an easy way and a hard way.
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