A manufacturer of industrial automation equipment was facing mounting competition from lower-cost alternatives. Their sales team relied heavily on product features and pricing to win deals, but customers were shifting expectations. Buyers wanted consultative partners who could help solve complex production challenges and deliver measurable ROI. Without training or tools to make this shift, the sales team struggled to adapt and risked losing ground to more consultative competitors.

DHAX Agency developed a sales enablement program designed to transform the team into trusted advisors. First, we conducted a series of consultative selling workshops, equipping sales reps with a methodology for asking insightful questions, uncovering underlying business problems, and framing their equipment as part of a larger solution. We then created a suite of value-based tools, including an ROI calculator and a total cost of ownership (TCO) comparison model, to help quantify benefits for prospects. Finally, we delivered competitive battle cards with key differentiation strategies, talking points, and objection-handling guides for each major competitor.

Results included:

• Shift in sales conversations from price-focused to value-focused, as reported by sales leadership
• 10% increase in average deal size through upselling more comprehensive solutions
• Improved sales team confidence and morale, reducing turnover

By elevating the sales approach from transactional to consultative, DHAX positioned this manufacturer’s team as strategic partners, enabling them to compete effectively against lower-cost alternatives.