Case story
How Denmark's largest professional network achieved their best sales results in 3 months
EGN offers tailored networking groups for leaders and specialists. EGN is Denmark’s largest professional network with 14,000 members across 15 countries, collectively representing more than 8,000 companies.
The goal
The sales numbers were actually okay, but Kasper Nyeng Jordan, Commercial Director at EGN in Denmark, had bigger ambitions and lacked that final spark and energy to elevate the sales results to a higher level.
EGN has always been the one their competitors watch, but Kasper felt they might have become a bit sluggish.
“In periods where you don’t evolve, others will come and overtake you – no matter how skilled you already are,” states Kasper.
The goal was to increase sales from 80 to 120 percent with a strengthened sales culture and sharper sales skills.
Therefore, Kasper and EGN were looking for a partner who could inspire them to explore new ways in sales and help develop future sales competencies. “It shouldn’t just be a one hit wonder – but something we can work with daily to develop and strengthen sales,” says Kasper.
The solution
Choosing the most effective approach to sales
Sales should be thought of much more strategically and tactically – otherwise, as a sales leader, you can push as much as you like for more efforts without really moving the numbers in the end.
Only when we have chosen the right approach to sales can the sales force be trained in the correct skills. Too often, there’s little (or no) correlation between how sales are conceptualized and how it’s executed.
The process began with determining the future approach to sales at EGN. The analysis is based on documented methods from sales research and forms the basis for which competencies have the greatest effect to train and develop.
Training with simple and effective sales tools
Over a couple of months, everyone was trained in the sales tools and techniques selected based on our new understanding of the sales approach and the different sales roles in EGN.
Changing sales behavior requires change, and changes naturally challenge the mental aspects of sales. Therefore, we also trained on how we as humans are affected by having to change the way we do sales, and how we can succeed individually and together in creating new habits in a busy everyday life.
“We worked with sales techniques but also common concepts and the mental aspects, which are a big part of the sales culture. So, we covered the whole spectrum,” says Kasper Nyeng Jordan.
Development as part of everyday life
To make development a part of everyday life, Kasper and the rest of the sales force was equipped with tools and coaching on how to keep development going in a busy everyday life.
Every week, the development of sales is prioritized as a regular part of the day based on one of their selected priorities. This could be exercises, coaching, or knowledge sharing.
“As the person responsible, I’ve shifted from thinking that every minute of sales time we waste is bad, to prioritizing training because it ultimately creates a better result,” admits Kasper with a smile.
The result
After starting the process in the fall of 2019, EGN delivered its best-ever sales results in the first quarter of 2020, while competitors lost market shares.
After it became clearer to EGN where the organization needs to go with sales, according to Kasper, they also succeeded in creating a training and sales culture where they continuously focus on improving while finding it exciting to deep dive into sales techniques together.
Choosing Intenz was an obvious decision. “In my world, there’s no one more skilled on sales development than Intenz. You can also feel that Intenz is passionate about sales and isn’t afraid to challenge and say things as they are.”
