Alison White on LinkedIn

Enterprise Sales Leadership Expert Alison White draws on her decades of sales expertise to support the unpacking of a pivotal case study presented by Matt Wilhelmi.

This exciting conversation is hosted by Matt Wilhelmi, owner of Strategic Voyages Business Consultants and author of “Taboo Business Questions: What’s Haunting Every Entrepreneur’s Growth.”

Alison White and Matt Wilhelmi – Episode 1

In the first episode, Matt Wilhelmi and Alison White dive into a case study involving a specialty dessert manufacturing company based in Chicago. The company has $10 million in revenue and a team of eight sales reps, but it faces significant challenges:

1. Issue 1: Difficulty in Securing Repeat Business 🛑🔄
   • Sales reps struggle to get consistent repeat orders, impacting long-term revenue.
2. Issue 2: Lack of Dedicated Sales Leadership 🏢❌
   • The CEO is stretched too thin, leading to poor accountability and direction for the sales team.
3. Issue 3: Absence of a Structured Sales Process 📊⚙️
   • Without a clear process, forecasting, relationship management, and software implementation are all suffering.

This episode sets the stage for deeper exploration into these issues and hints at the solutions to be discussed in later episodes.

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Alison White and Matt Wilhelmi – Episode 2

Cautionary Tales and Lessons Learned 🚩📉

Summary: In the second episode, Alison White shares cautionary tales that illustrate the dangers of neglecting key aspects of sales management:

1. Cautionary Tale 1: The Lost Value of Sales Rep Turnover 💼💔
   • A company loses a major customer after a sales rep leaves, revealing the critical need for proper documentation and follow-up.
2. Cautionary Tale 2: Taking Legacy Accounts for Granted 📉⚠️
   • A beverage company focuses too much on acquiring new customers and neglects existing ones, leading to lost trust and business.

These cautionary tales underscore the importance of strong leadership, consistent follow-up, and the value of long-term customer relationships.

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Alison White and Matt Wilhelmi – Episode 3

In the third episode, Alison presents specific solutions to the challenges faced by the dessert manufacturing company:

1. Solution 1: Strengthening Sales Leadership 🧑‍💼🔑
   • Alison advises hiring a dedicated sales leader, or a fractional VP of Sales, to provide the necessary guidance, motivation, and accountability to the sales team.
2. Solution 2: Implementing a Customer Retention Strategy 🎯💰
   • She suggests creating a customer retention strategy with personalized marketing programs and loyalty incentives to increase customer lifetime value and ensure repeat business.
3. Solution 3: Establishing a Structured Sales Process 🛠️📈
   • Alison recommends implementing a CRM system to improve visibility, track customer interactions, and foster a collaborative, team-oriented approach to sales.

These solutions are designed to help the company overcome its current challenges and set the stage for sustainable growth.