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Quantified Impact

Value selling skills have a measurable impact on the ability of a salesforce to generate additional revenue and margin, but it takes more than training alone to achieve this.

Imparta measures impact using Kirkpatrick’s four levels:

  • Level 1 – Training reaction (did they like it?)
  • Level 2 – Learning transfer (did they understand it?)
  • Level 3 – Behaviour change (are they doing it?)
  • Level 4 – Business Impact (is it achieving the desired result?)

Levels 1 and 2 are relatively straightforward. Level 3 is typically measured using field observation against defined competencies. Imparta’s integrated approach to training, coaching and application support (sometimes called a Sales Academy or Sales Excellence Programme) achieves far better take-up than training alone, as shown below:

Training impact

We typically measure Level 4 impact using trends in pipeline data or audited case studies to identify where our approaches have helped a sale.For example:

“We have just signed a contract worth £3million revenue over the contract term. [Imparta’s training] was critical in helping the team win this account… by creating dissatisfaction with the current situation… uncovering value sleepers … and continually looking at our key decision makers’ risk factors.” “…it moved us from stalking horse into pole position” - Telecoms

“I used the pain/gain questions strategy & the discussion was phenomenal! They identified an opportunity that can potentially deliver twice ($5MM) the impact we initially expected!” - Industrial Products

Some overall examples of business impact from Imparta clients include:

  • A major Sales Academy run by Imparta has so far measured:
    • Attributable increased sales of £60m
    • Increases in customer engagement scores and employee satisfaction
    • That our approach increases success in competitive situations from 10% to 29%.
    • An increase in coaching activity of 400%
    • The top 10% of salespeople by improvement in sales competency are on average 30% HIGHER against their revenue target than bottom 10%
  • A leading professional services business won £62m of new business within six months of an Imparta intervention, having won little in the previous year.
  • Another professional services client identified $4.1 m of new business connected to our training among a measurement group of 22 individuals. Extrapolated figure for the rollout population was over $40m.
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