CAC
Based in Kingston, Jamaica, with offices in Montego Bay, CAC 2000, Ltd. specializes in specifying, designing, installing and servicing air-conditioning and energy solutions. The company manages some of the largest and most complex commercial jobs in the Caribbean. To build a business that could sustain itself, Steven Marston, Chairman and CEO, and his management team needed a proven sales process. He chose the ValueSelling Framework®.
Results at a glance
- Higher win rates
- More time spent on winnable business via a stringent, qualification process
- Broader solutions for all stakeholders
The Challenge
CAC’s new energy services have the potential to double the firm’s growth rate. With growth comes business challenges, involving hiring more people to execute on contracts, leveraging new CRM software to gain efficiencies while better serving clients, doubling supplier credit and expanding the company’s facilities.
When you’re pushing an organization to its sales boundaries, it is easier to succumb to crisis management and allow critical tasks to fall through the cracks. Steven knew that to exceed his goals, the organization had to operate more efficiently and effectively, including a more strategic sales approach.
Business issues
- Accelerate revenue growth as new energy services expand the business
- Operate more efficiently to support rapid growth
- Align sales and engineering teams with one common go-to-market approach
ValueSelling gives us a unified team approach. We’ve trained our sales and customer-facing engineers in the ValueSelling Framework®, and have had tremendous success in improving our win rates as a result.
The Solution
Replicating Success Through the Organization
To develop business, Steven and his senior management team work together to cement relationships with customers at all levels. To consistently win projects, Steven sought an easy-to-understand sales process and structure that could be replicated throughout CAC. He called on ValueSelling Associates to train the sales and customer-facing engineering team on the ValueSelling Framework®.
The change was immediate.
Cultivating Adoption
To establish a strong foundation for adoption, Steven and his management team provide ongoing coaching and mentoring. Coaching happens during deal reviews and mentoring takes place as Steven and his team lead by example. Sales reps and engineers attend customer meetings so they can replicate the discussions.
Value-added conversations
The practical sales methodology provides a process to customize conversations and add value to customers. Rather than going straight into a sales pitch, the CAC team digs deeper to understand what problems the customer wants to solve.
Stringent qualification
Instead of going after every job, the team qualifies each opportunity to determine whether it merits a pursuit. If there’s a stalled sale, the CAC team evaluates it against a simple, yet stringent, qualification process.
Stakeholder-driven solutions
The CAC team identifies the multiple stakeholders and their individual decision-making criteria and motives, and then works to ensure that the final solution encompasses the needs of all the stakeholders.
The Results
CAC has seen significant growth in revenue since adopting the ValueSelling Framework®. The company won the Melia Braco Village project, a pivotal one on many fronts, including the size, scope, complexity and multi-party collaboration required to make the project a success.
The firm has made significant investments in people, processes and systems all to facilitate the CEO’s vision of accelerated revenue growth—tripling revenue—over the next five years. To make such exponential growth happen, Steven believes in aiming high and achieving higher.
Now, CAC team members add value on every opportunity as a true differentiator. For Steven Marston and the CAC team, aiming high is what enables them to provide the most technically advanced solutions to the top businesses in Jamaica and the Caribbean.
