Customer background
A construction machinery manufacturer based in southern Germany, operating internationally and a subsidiary of a global group.
The contact arose due to two key challenges in the after-sales and service sales sectors:
- Insufficient contribution margin
- Lack of clear communication of product benefits to the customer
Initial situation
The team consisted of 12 after-sales engineers with a wide range of experience – from one to 18 years’ service with the company.
In discussions with the managers responsible, it became clear that the problem
was not the product, but the way the arguments were presented. The added value was not consistently translated into customer benefits.
The solution therefore lay in a targeted training programme focusing on value-based selling and structured communication of customer benefits.
Training concept & implementation
In order to bring about lasting change, the project was structured in several phases.
2. Face-to-face basic training
The two-day on-site training course covered:
- Basics of sales
- Personality profiles and their influence on communication
- Introduction to value-based selling
- Dealing professionally with price requests
- Development of concrete ROI examples for the respective product groups
- Practical training on the content using LUDOKI Sales
Results & Conclusion
The results were clearly measurable:
- Significant increase in contribution margin
- A significantly higher output of quotations
- Greater confidence in price negotiations
- Satisfied staff with individually tailored sales guides
By consistently focusing on customer benefits rather than price arguments, technical expertise was transformed into compelling value communication.
The result: better margins, more quotations and a self-assured after-sales team.