How a $150B Financial Firm Increased Sales Productivity by 32% in Just 5 Months
75%Overview
A financial services company managing over $150 billion in assets faced significant growth challenges during a period of rapid acquisition-driven expansion. Having leveraged acquisitions as their primary growth engine, company leadership recognized that future success would require a strategic pivot to more organic growth strategies.
Dual Growth Challenges: Low Conversion Rates and High Customer Churn Threatening Market Position
The company identified two critical areas that would determine their continued market success. First, they needed to substantially improve their conversion rate with retailers inquiring about establishing credit card processing accounts. Their existing sales processes were not effectively converting these high-value prospects into clients, resulting in lost revenue opportunities and inefficient marketing spend.
Second, the company faced concerning customer retention issues within their existing account base. Despite their substantial portfolio, customer churn was eroding their revenue stability. Each lost account represented not only immediate revenue reduction but also significant customer acquisition costs that couldn't be fully amortized.
This dual challenge created complex operational demands. Their sales team needed to simultaneously adopt more effective techniques for new account acquisition while customer service representatives required enhanced relationship management skills to improve retention. This necessitated a cohesive approach to client interactions across multiple customer-facing departments.
Solutions Implemented by ASLAN Training
ASLAN implemented a multi-layered sales effectiveness program addressing the financial services firm's dual challenges of conversion rates and customer retention. The solution focused on building a sustainable sales culture through skills development, leadership enhancement, and systematic reinforcement.
At the leadership level, ASLAN delivered their Catalyst™ workshop to certify managers, team leaders, and supervisors in advanced sales coaching methodologies. This sales management training equipped leaders to effectively reinforce selling skills while developing their own coaching, management, and leadership capabilities. By enhancing leadership effectiveness, the program established the foundation for sustained performance improvement.
For front-line representatives, ASLAN implemented Other-Centered® Selling training, providing comprehensive selling skills for both inbound and outbound environments. This methodology equipped representatives with the specific techniques needed to improve conversion rates with retailers seeking credit card processing accounts while enhancing relationship management skills for customer retention.
To ensure sustainable implementation, ASLAN certified two internal staff trainers who could continue delivering the sales training programs, reinforce skills, and measure results. This created an internal mechanism for ongoing selling skills development rather than relying solely on external resources.
The solution also addressed hiring challenges through specialized recruitment training for managers, team leaders, and supervisors. This program enhanced their ability to identify and select candidates with the highest potential for sales success, improving the overall talent quality.
ASLAN completed the transformation by implementing performance management systems designed to maintain peak productivity. These systems created accountability while providing clear development pathways for continuous improvement in selling skills.
Through this comprehensive approach combining sales training, coaching certification, and management development, ASLAN established a sustainable framework for sales excellence that addressed both immediate performance gaps and long-term organizational capabilities.
Solutions Implemented by ASLAN Training
Remarkable Results Through Selling Skills and Sales Coaching Implementation
Following the implementation of ASLAN's comprehensive sales effectiveness program, the financial services firm experienced dramatic performance improvements within just five months. The company, which manages over $150 billion in assets, saw overall call center productivity surge by an impressive 32 percent across all representatives.
Even more remarkable were the individual performance gains, with some representatives achieving productivity increases as high as 75 percent. These exceptional results demonstrated the effectiveness of ASLAN's Other-Centered® Selling approach in enhancing fundamental selling skills for both acquisition and retention scenarios.
The Catalyst™ Workshop proved instrumental in these outcomes, as newly certified managers applied their sales coaching skills to reinforce training concepts and drive consistent implementation. This sales management training created a reinforcing ecosystem of performance improvement throughout the organization.
The internal training certification program ensured continued application of selling skills methodologies, while the implemented performance management systems maintained accountability for sustained results. By addressing both front-line selling skills and leadership capabilities simultaneously, ASLAN's sales training program created a comprehensive framework for continued growth.
These significant productivity improvements directly addressed the company's critical challenges of improving retailer conversion rates and enhancing customer retention, establishing a foundation for continued organic growth beyond their acquisition-driven expansion.
"You guys are awesome thanks so much for making us 32% more successful."
BETH ROSEKEARNS
VP, TRAINING
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