From Discounts to Value-Alignment - Sales Process Optimization
Driving a 10% Sales Booking Increase Through Sales Process Redesign, Strategic Discounting, and Data-Driven Accountability
Client Overview
A global training organization serving thousands of clients annually across 50+ countries. The company delivers learning-based products to individuals, teams, and organizations, with a focus on high-impact, values-driven learning experiences.
The Challenge
The sales process relied heavily on arbitrary discounts, eroding margins, creating revenue unpredictability, and misaligning sales conversations with brand values. This approach:
• Conditioned customers to wait for promotions.
• Undermined perceived value of high-quality programs.
• Created revenue unpredictability and reduced margins.
• Left sales conversations disconnected from the organization’s brand voice and core values.
The leadership team needed a complete shift — from discount-first to value-first — while still maintaining the ability to strategically incentivize purchases in slow enrollment cycles.
My Role & Approach
As Acting Director of Sales, I redesigned the entire sales process to:
Align conversations with the organization’s brand, values, and transformational promise.
Remove arbitrary discounting while implementing data-driven, strategic discounting for under-enrolled programs.
Equip the sales team with a playbook for consistent, value-centered selling.
Build a metrics and accountability framework to sustain results.
Actions Taken
1. Process Redesign & Playbook Creation
Mapped the existing sales process end-to-end to identify breakdowns.
Developed a Sales Playbook with scripts, conversation flows, objection handling, and key value statements.
Ensured every step reflected the organization’s values and mission, creating a more authentic customer experience.
2. Value-Based Sales Training
Conducted team workshops to reframe selling as helping clients achieve transformation, not simply closing deals.
Used role-play to practice shifting conversations from cost to outcomes and benefits.
3. Strategic Discounting Model
Eliminated random promotions.
Introduced targeted discounts for programs with low enrollment to protect margins while filling seats.
Created clear criteria for discount use to ensure transparency and fairness.
4. Data-Driven Oversight & Team Accountability
Leveraged sales reporting and dashboards to track key metrics and identify early trends.
Maintained close collaboration with the sales team to capture qualitative insights from the field.
Held the team accountable for accurate CRM data entry, ensuring all leads, prospects, and conversations were properly recorded with notes for visibility and follow-up.
5. Ongoing Coaching & Feedback Loops
Daily Team Stand-Up to assess leads, tactics, and support.
Weekly sales huddles to review successes, troubleshoot challenges, and share best practices.
Continuous refinement of scripts and strategies based on customer and sales team feedback.
Results
10% Increase in sales bookings in the first quarter after launch.
Reduced discount usage while preserving flexibility to strategically boost low-enrollment programs.
Increased sales conversion rates and improved revenue predictability.
Greater alignment between sales conversations and the organization’s brand identity.
Enhanced team confidence and ability to close without relying on heavy discounting.
Improved CRM data integrity, enabling better forecasting and customer follow-up.
Key Takeaway
A well-designed sales process rooted in brand values, supported by a clear playbook, informed by real-time data, and enforced through team accountability can both increase sales and strengthen brand equity.
Work With Us
If your sales process feels disconnected from your brand or relies too heavily on price cuts, I can help you build a value-first sales system that converts without eroding margins. Contact Shayna to learn more.