Macclesfield-based software company, AVA CAD/CAM, has been so successful in developing its sales team that the company has created five new sales roles to feed further expansion.
The move follows an investment in sales training from business training specialist, MLP over the past six years, which has resulted in average sales growth of 20 per cent year-on-year since 2009. With growing markets in China, Turkey and South America, as well as the UK and Europe, AVA CAD/CAM has added to its sales team to push this success still further.
Explains commercial director at AVA CAD/CAM, Duncan Ross: “We specialise in development, sales and maintenance of specialist software for the textiles and decorative printing sectors and until the recession hit, we had been growing steadily for 25 years, largely through inbound sales and referrals.
“When the financial climate changed we realised that our approach needed to change too and training our sales team has enabled us to sell proactively on product and service benefits rather than price, growing our business and protecting our margins despite some tough years in our sector.”
The change came when Duncan attended a networking event where MLP’s director, Mike Le Put was speaking.
“Everything he said resonated with the approach we wanted to take as a business,” Duncan continues, “So we signed the sales team up for MLP’s ‘Successful Selling Skills’ course and have never looked back.”
Since then, Mike has delivered more than 20 courses to the AVA CAD/CAM team, including all aspects of the sales process from getting appointments over the phone, time management and goal setting, to developing a sales strategy.
“Some of our sales team were reluctant at first,” Duncan continued, “but Mike combines knowledge of a proven sales process with great anecdotes about how it works in practice.
“The outcomes speak for themselves and all the members of our team that have completed courses with MLP have secured more sales as a direct result!”
The sales growth has led to business development at AVA CAD/CAM, with the five new members of staff bringing the total number of staff at the company to 30.
Mike Le Put adds: “Many companies make the mistake of thinking that experienced sales people know how to sell and therefore don’t need training however, training is often the link between sales skills and the confidence to negotiate successfully under pressure.
“Furthermore, during the recession businesses cut back on things like training, but choosing to invest in this area instead has truly paid off for AVA CAD/CAM. We are delighted to congratulate the company on its success and look forward to working with the new recruits!”