Cogent

When Cogent first began its partnership with Pareto’s expert training providers, they were fielding a sales team of 54, split across five regions—with employees spread across the North, South, and Northern Ireland, as well as their international and internal salespeople. 

Given Cogent’s leadership of the bovine genetics market and their unique customer demographic made up of family-based farming businesses, they were facing the issue of their sales teams thinking as salespeople, rather than as consultants that could assist and manage their key accounts towards business growth. 

Alongside this, the organisation believed that by encouraging its staff to embrace a consultative sales approach with deep product knowledge and a pinpoint focus on excellent customer service at its foundation, they would be able to recognise opportunities to cross-sell Cogent’s other products and the services of its genetic consultants.