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Cox Business: 185% Revenue Growth in 3 Years with ASLAN

How a tailored, role-specific sales transformation helped Cox Business smash its $2B target.

45deg-arrow-red 185%
Revenue Growth in 3 Years
$2 Billion
Revenue Goal Achieved

Overview

Cox Business set a bold goal: triple revenue from $700 million to $2 billion in just three years. But to get there, they needed more than incremental improvement. They needed every sales team, from Enterprise to SMB to Inside Sales, selling the full value of Cox’s solutions, not just competing on price. 

Leadership knew that sustaining this kind of growth would require a practical, unified approach to sales training and a long-term commitment to coaching and development.

That’s where ASLAN came in: partnering with Cox Business to deliver a comprehensive, role-specific transformation that changed how every rep, leader, and trainer drove results.

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The Challenge

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Our Solution

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Results & Impact

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THE CHALLENGE

Moving Beyond Price to Complete Solutions

To hit their goal, Cox Business had to overcome several critical obstacles:

  • Fragmented selling approaches: Different teams used inconsistent methods, making it hard to scale best practices or deliver a unified customer experience.
  • Price-driven conversations: Reps often led with discounts, missing opportunities to sell the full value of Cox’s integrated solutions.
  • Leadership gaps: Managers needed tools to coach, develop, and sustain new behaviors, not just measure activity.
  • Sustainment risk: Without internal trainers and ongoing support, change wouldn’t last.

Without a new approach, Cox risked missing its aggressive growth targets and leaving value on the table.

OUR SOLUTION

ASLAN’s Solution: Transforming Sales from the Ground Up

To help Cox Business achieve its $2B vision, ASLAN delivered a comprehensive, multi-level solution:

  • Other-Centered® Selling: Tailored for Cox’s Enterprise, SMB, and Inside Sales teams, this program shifted reps from price-based selling to consultative, solution-driven conversations.
  • Catalyst™ Leadership Program: Equipped leaders with practical coaching tools to develop their teams and drive lasting change.
  • Train-the-Trainer Certification: Internal Cox Business trainers were certified to onboard new hires and sustain momentum across the organization.
  • Elevate™: Targeted strategic sellers with advanced skills for accessing and influencing executive decision-makers.

Together, these programs unified the sales organization, embedded a customer-centered mindset, and ensured that every team could deliver value, not just a lower price.

TRAINING

Solutions Implemented by ASLAN Training

Other-Centered® Selling (OCS)

Sales training program for consultative selling.

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Catalyst™

Transforming sales managers into leaders.

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THE RESULTS

A New Standard for Access and Execution

Cox Business didn’t just meet their target. They transformed how their entire organization sells.

  • 185% revenue growth in three years: Cox Business expanded from $700 million to $2 billion, successfully achieving their ambitious revenue goal.
  • One consistent approach across all sales roles:  Enterprise, SMB, and Inside Sales teams were all trained in ASLAN’s Other-Centered® Selling program, creating a unified sales motion across the organization.
  • Long-term sustainment through certified trainers: Internal trainers were certified to deliver ASLAN content, while leaders used Catalyst™ coaching tools to keep development continuous and consistent.
  • Stronger customer relationships and bigger deals:  Reps shifted from price-focused conversations to a consultative, value-driven approach. As a result, customer loyalty increased and deal sizes grew.

With ASLAN, Cox Business didn’t just grow revenue. They built a scalable, sustainable model for performance and customer success.

“You guys really transformed our sales organization from just selling on price to understanding the client’s business and selling a solution. We couldn’t have hit our number without our partnership with ASLAN.”

Shara Fountain, Director of Training & Development, Cox Business

Ready to see similar results?

ASLAN offers workshops, training, and tailored solutions to enhance selling skills, boost sales coaching, and drive lasting improvements across your sales team. With proven results like a 100% increase in successful calls, we can help transform your sales force.

Fill out the form, and we’ll reach out within 24 hours (Monday-Friday).

Let’s talk about how we can help you achieve the same game-changing results!

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