A case study from Celemi, on how ACL – a leading global provider of audit analytic technology – used Apples & Oranges business simulations to make the company’s experienced sales reps understand and work with value-based selling instead of price-based selling.
The challenge
ACL Services’ global sales force included many salespeople without a financial background. Some saw themselves mainly as “revenue generators” and tended to offer discounts too easily, without differentiating between price-based and value-based selling.
Traditional training methods (lectures, slides) were not very engaging, and participants often paid little attention.
“The overall feedback from the session,” she says, “was that Apples & Oranges not only helped the Sales Teams in their job but also helped them gain a better understanding of ‘finance-speak’…”
Ms. Darnbrough, Learning and Development Manager, ACL
The solution implemented by ACL and Celemi and Mercuri
ACL implemented Celemi Apples & Oranges, a business simulation where participants manage a simulated company, making financial, strategic, and operational decisions over multiple simulated years.
This allowed salespeople to directly experience the impact of decisions across the organization. 28 experienced salespeople participated in this hands-on session during a global training event to reinforce value-based selling principles.
The outcome
Post-collaboration results for ACL
- Participants began using financial language learned in the simulation in client conversations, adding more value to their offerings.
- The sales team developed a stronger understanding and appreciation of value-based selling and financial concepts.
- The session achieved high engagement: participants stayed until the end without distractions.
- Following the success, ACL adopted additional interactive learning methods, strengthening a culture of continuous learning.
ACL Services, Ltd., the leading global provider of audit analytic technology, which has an impressive list of clients: 70 percent of Fortune 500 companies, 75 percent of the Global 500, all of the Big Four public accounting firms, as well as hundreds of local, state and national governments.
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