Case Study: Raymond Regains Market Share with DSG Sales Transformation

Regaining Market Share Through Sales Transformation

Raymond, a North American leader in electric lift trucks, was losing market share in a highly competitive market and needed to improve margins while shifting from a “truck company” mindset to a more consultative, solutions-oriented model. Working with DSG, Raymond sought a sales transformation that would better align its direct offices and dealer network across the U.S. and Canada.

DSG helped Raymond develop the CORE Selling Core Program, a sales transformation initiative that introduced a common language, two-tiered selling model, account planning, and playbooks to support a solutions-selling approach. The result was Raymond’s best-ever market share and profitability, with the company reporting its most profitable year ever and improved collaboration between direct sales and dealers.

Raymond

David Furman

Vice President