Introduction
As industries shift from selling standalone products to offering integrated automation solutions, sales teams must adapt to a new way of engaging with customers. Sigma Technology Information partnered with Toyota Material Handling Europe (TMHE) to develop an interactive e-learning course designed to equip sales teams with the skills and knowledge necessary to sell complex automation solutions effectively. By introducing a solution design framework, real-world case studies, and interactive learning elements, we created a training program that not only enhances learning engagement but also drives business impact.
About the Client
Toyota Material Handling Europe (TMHE) is a leading provider of material handling solutions, offering a broad portfolio of warehouse and automation solutions across Europe. With a strong focus on innovation and efficiency, TMHE continuously strives to enhance its sales processes and ensure its teams are equipped with the latest industry knowledge and skills.
The Challenge
TMHE’s transition from selling individual forklifts to providing comprehensive automation solutions required a fundamental shift in how salespeople approach customer interactions. Selling a solution—comprising hardware, software, and services—demands a consultative approach rather than a transactional one. However, many sales representatives were accustomed to traditional sales methods and needed structured training to:
- Understand the solution design process instead of focusing solely on product features.
- Develop skills to analyze customer needs and collaborate on tailored solutions.
- Confidently communicate the value proposition of automation solutions in a competitive market.
The Solution
Sigma Technology Information developed an engaging and structured e-learning program tailored to TMHE’s automation sales teams. The training course followed a solution design framework, ensuring a practical, step-by-step approach:
- Flow Analysis: Sales representatives learned how to assess customer operations, gather data, and identify optimization opportunities before proposing a solution.
- Solution Design: Using real-world scenarios, salespeople practiced designing tailored automation solutions based on customer needs and operational constraints.
- Business Proposal: The final stage involved structuring compelling business proposals, handling objections, and effectively communicating with key stakeholders.
To ensure maximum engagement, the course featured:
- Real salespeople sharing insights through recorded video interviews, bringing authenticity and global perspectives.
- Interactive exercises such as scenario-based simulations and decision-making tasks to reinforce learning.
- Gamified elements to make training more engaging and encourage active participation.
- Concise, actionable takeaways like downloadable checklists for real-world application.
Achievements
Following the launch of the training program, TMHE experienced immediate positive feedback:
- Sales representatives found the training highly relevant and practical, leading to increased adoption of the solution design methodology.
- The interactive and scenario-based approach resulted in higher engagement rates than traditional e-learning courses.
- The structured framework improved the confidence of sales teams, enabling them to articulate value propositions more effectively.
- TMHE has now requested additional courses focusing on other automation solutions, demonstrating the success and scalability of this training initiative.
By transforming how sales teams approach automation solutions, Sigma Technology Information has helped TMHE enhance its sales capabilities, align with industry trends, and drive more tremendous business success.
