Leadership at Force 3 knew that to grow their business and enhance the value they provide to clients, they had to take a more strategic approach with their government sector clients. To cultivate engagements that would stand the test of time and administration changes, every customer-facing team member needed to act proactively. Learn how Force 3 turned from the precipice of competing on price to become a leading value-based government service provider by using the ValueSelling Framework®.
SELLING IN A COMMODITIZED WORLD
In 2009, Force 3 was primarily a Cisco reseller to the government sector. But the company was also bumping up against every government contractor that sold the same products to federal agencies. To thrive in such a commoditized environment, Force 3 would have to differentiate itself from the heavy competition within the Beltway. And that would require a more consistent sales approach rather than each person selling in their own way.
So, Force 3 asked Rick McAninch, Managing Partner of ValueSelling Associates, to help them standardize on one sales methodology—the ValueSelling Framework®. At this time, Mike Greaney joined Force3. He immediately appreciated the simplicity and scalability of the sales methodology.
While other methodologies are overly complicated, the ValueSelling Framework is easy to understand and adopt, so much so that ValueSelling has become the cornerstone of Force 3’s training. Each year, Force 3 invites Rick to train sales, marketing, and product teams, provide one-on-one coaching and lead refresher courses.
YOU SAY YOU WANT AN EVOLUTION
To make change happen, an idea or concept must become important at every level of the organization. People saw that Force 3’s executive leadership was committed to achieving a common vision—becoming the network security firm to the federal government. ValueSelling would play a key role in supporting the company’s overall goal.
Mike, who had risen to CEO, became the evangelist, and Marty Calambro, the VP of Sales, took up the torch. They set the tone and continue to lead by example. After consistently applying ValueSelling principles, Force 3 is a noticeably different company with significant top-down behavior changes that include:
Instead of reactively focusing on only one aspect of a customer situation, the team is more cognizant of
looking at opportunities with a big-picture view. This results in multiple manufacturer, service-filled solutions that deliver more value to the customer.
Rather than get a sale and move on to the next deal, the team nurtures long-term relationships. Force 3 enjoys a higher number of renewals, more repeat customers, and longer-term engagements.
Leading with technical specs has been replaced by employees who are uncovering a client’s most important business issue. By identifying the driving forces, Force 3 helps customers overcome the problems that are barriers to achieving their mission.
The concepts are simple. The hard part is in the execution. You don’t do it just one time. You have to live it every day. ValueSelling is ingrained in everything we do. From the way our managers work with their reps to our service delivery, we are focused on delivering value.
CEO, Force 3
While it is more common to wait until a technology is widely adopted and then chase after RFPs, Force 3 continues to blaze a thought leadership trail by investing in emerging technologies.
To further differentiate itself from competitors, the company invested in technologies and methodologies including software, services, and delivery methodologies—that would ensure network security, 24/7, for its federal government sector customers.
Throughout, Force 3 maintains its laser focus vision of securing its customers’ networks. The company’s maintenance delivery and service desk is customized for federal sector customers.
ACHIEVING A HIGHER STANDARD
- Services business tripled in growth. As CEO Mike Greaney said, “You don’t do that by accident. You do it by understanding a customer’s business issues.”
- For 3-driven products and solutions represent more than 50% of total revenue while the industry average is 25%.
- All time high Net Promoter Scores.
- Tremendous growth in Force 3 security services and software renewals business,
Adopting ValueSelling is very synergistic with our commitment to customer value, and ensuring network security. The results we’ve achieved in increasing overall company growth and deepening our long-term relationships gives me a great comfort level that the ValueSelling methodology works.”
CEO, Force 3
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