Redefining Sales in the Era of Information
Planeta Formación y Universidades
What does it mean to 'sell' when everyone has access to everything? That's the question we explored alongside Planeta Formación y Universidades (PFU), an international education network with over 100,000 students across 20 centers. For several years, we've partnered with their flagship institutions EAE Business School and Rome Business School to team up with their admissions teams and navigate this new reality. What started as sales training evolved into a comprehensive collaboration across leadership, B2B services, and organizational development.
Objectives
01. Develop a sales mindset that prioritizes trust over closing techniques
02. Equip admissions advisors with communication tools for meaningful prospect relationships
03. Reduce high turnover rates common in admissions departments
04. Create actionable approaches for immediate implementation
05. Build organizational capabilities beyond the admissions office
We collaborated with their teams to develop "The Conscious Sale"
an 8-hour program that reframes selling as creating memorable experiences rather than pushing toward a close.
The Sales Choreography
Together, we outlined five steps that prioritize understanding prospects' contexts, concerns, and expectations before offering tailored value.
Expanding Partnership
As trust grew, our collaboration naturally extended to B2B sales training, leadership development through "The Leadership Multiverse" program, career department communication skills, and corporate-level initiatives with Grupo Planeta.
The real work happened in partnership we didn't impose solutions but co-created approaches that fit their culture and reality.
Experiential Learning
Participants worked on their own pitches from the get-go. Then, they prepared their value propositions and adapted those to different types of clients using behavioral science insights and design thinking tools.
Inquiry-Based Communication
We introduced the SPIN method to help advisors drive conversations through questions rather than presentations.
Results & Testimonials
Since 2021, we've worked alongside over 250 admissions advisors, and the results speak to the power of collaboration:
Participant Feedback
Programs rated as "fun and engaging" and "thought-provoking," with facilitation receiving 9.5/10 ratings.
Enrollment Growth
Nearly 20% increase in enrollments across the programs.
Organizational Impact
Mindset enables transformation. As Ryan, Admissions Director at Rome Business School, noted: *"We are focusing on the efficiency of the sales team. Smaller team sizes, higher conversion rates, and bigger sales bonuses. To do this, we need salespeople with sales mindsets and sales attitudes."
Retention Improvement
Significant reduction in advisor turnover, with many from initial trainings promoted to lead their own teams.
Corporate Reach
Our collaboration reached Grupo Planeta's corporate level, with negotiation skills training in the publishing industry, and global personal efficiency webinars achieving 90% engagement rates.
