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case study

Leveraging Existing Sales Training To Propel Progress

business type

Fortune 500 Insurance Company

engagement service(s)
  • Sales Management Coaching
  • Customized Sales Training
the challenge
After a grueling merger, the organization realized they had been too inwardly focused and had lost sight of new-client acquisition. A senior sales executive, the leader of one of five national regions, sought greater results with regard to this critical measure.
our solution

Business Efficacy helped the region’s leadership team more effectively apply disciplines from the organization’s existing sales leadership training program. By helping them apply those lessons in the field, Business Efficacy addressed five keys to execution:

  1. Providing clarity for financial advisors on activities that would drive new-client growth.
  2. Aligning marketing support with the most critical advisor sales behaviors.
  3. Narrowing the team’s focus to the highest-impact, leading indicators.
  4. Defining region-officer behaviors required to drive sales-advisor results.
  5. Assisting region officers in building an implementation and accountability action plan.

Business Efficacy established these objectives via an all-day clinic and reinforced them through in-the-field sales coaching support.

the results
The effort directly impacted the four most critical sales measures within the region:
  • Increasing the number of new clients
  • Collapsing the timeframe to measurable success for new-hire advisors
  • Improving the sales success rate of veteran advisors (those with three years or more with firm)
  • Growing overall incremental sales


Region’s new ranking in incremental sales growth


of Regional Managers hit new client growth goal in year one


Amount of above national YTD target for new clients
quotation marks
New client acquisition was a very new measure for our team. We knew we wanted to focus on it, but we didn’t really know how to effectively drive it. We had background on where we wanted to go and what we were trying to accomplish. Business Efficacy made us look at all the stuff we could focus on, make decisions, and instill in us a discipline of follow up that we really haven’t had around here before.
nikki sorum
divisional Vice President

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Linda Maxwell

Linda Maxwell


Early in her career, Linda Maxwell saw companies of all kinds spend thousands and even millions of dollars on sales training and strategies, only to see them fail to put those lessons to use. It was the impetus for her efforts to co-found Business Efficacy.

Today, as Business Efficacy’s CEO, Linda leads a team of experienced consultants who not only work to share a wealth of proven sales knowledge with clients but to drive execution on the activities that matter most. Working with sales managers and other leaders responsible for business development, she and her team help organizations transform their sales mindset and processes to achieve real and sustainable growth.

Linda’s insights help identify and eliminate barriers to success. She equips sales leaders with practical and effective tools aimed at fostering their development. And she offers strategies that help clients quickly and confidently lay a path to higher levels of performance.

Anyone who has worked with Linda knows it’s a challenge that inspires her and one that she pursues with great passion.