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Sales Training Success: CustomerCentric Selling® helps MDI optimize resources to increase sales by 40% while cutting the sales cycle in half.

Key Players
SVP, President

Goal and Current Situation
Marketing Direct, Inc. (MDI) did not have established best practices for how to sell their service offerings. Because of this challenge, sales managers were traveling extensively to close poorly qualified opportunities which not only incurred growing travel and expense (T&E) dollars, but also cost the company valuable manpower resources and time. Additionally, MDI lacked a common language for discussing and managing opportunities in the pipeline, which further hurt their overall sales productivity. Their goal was to implement a sales process that would improve overall sales performance and increase revenue.

Capabilities Needed
Because of its well-respected reputation and being known for delivering results, CustomerCentric Selling® (CCS) was the provider of choice for MDI’s Senior VP, Michael Burns, and President, Dennis Barnes Jr. MDI conducted their first CCS® workshop at their offices in St. Louis, Missouri with the assistance of Jay Staley, CustomerCentric Selling® Business Partner. CustomerCentric Selling® was able to provide MDI with the capabilities needed to achieve their goals.

Once they completed the CustomerCentric Selling® workshop, MDI began to immediately see results in their execution. With the guidance of CustomerCentric Selling’s methodology, they were able to identify a way to codify and implement best selling practices throughout the company, which provided the first step towards better organizing their resources. From there, they were able to confidently filter and ensure that their sales pipeline contained only qualified opportunities, which allowed them to restrict business travel only to those properly qualified opportunities later in the sales cycle. This efficiency in itself saved MDI thousands of T&E dollars that added valuable money back into their bottom line.

As part of ensuring the ongoing success of their implementation, MDI also found a way to clearly communicate milestones throughout the sales process which allows them to measure both improvements and deficiencies.

As a result of implementing the CustomerCentric Selling® methodology, MDI’s sales increased by 40% and selling expense decreased by 40%. Moreover, the length of the sales cycle was cut in half.

“By implementing and following the CCS discipline, MDI has created a highly productive sales organization unlike any other in the Direct Marketing industry. Our sales cycle has been cut in half, our sales growth averages over 20% per year, all while having the ability to effectively grow the sales organization.”-Michael Burns, Senior VP for Marketing Direct, Inc. (MDI)


Customer Closeup
Marketing Direct, Inc. (MDI) is a direct marketing company that delivers fully integrated marketing solutions for clients — solutions that maximize the ROI of every customer relationship.

Founded in 1997, MDI is comprised of a unique team of experienced professionals with cross-industry experience and proven successes in delivering integrated direct marketing solutions.

MDI is headquartered in St. Louis, with offices in Boston, Raleigh, Rochester and Los Angeles.

MDI’s mission is to design, deliver and manage integrated direct marketing solutions that help their clients identify, acquire, retain and grow their valuable prospect and customer relationships.

For any questions about this client, please contact Jay Staley at or +1.314.965.2230.

Benefits to MDI:

  • Codify and implement best selling practices throughout the organization
  • Identify only qualified opportunities in the pipeline
  • Clearly communicate milestones
  • Reduced T&E by 40%
  • Increased sales by 40% and 20% year over year
  • Cut length of sales cycle in half

About CustomerCentric Selling®
CustomerCentric Selling® (CCS®) is a proven methodology for predictably improving revenue growth and sales performance. Founded in 2002, CCS® helps clients worldwide to implement repeatable, auditable and scalable sales processes that, when combined with Sales Ready Messaging®, guides marketing and sales to have meaningful conversations with customers and prospects. This results in winning high-value deals, retaining and growing client relationships and improving the predictability and accuracy of sales forecasts.

CustomerCentric Selling® is regularly named to the Top Sales Training Companies list. Clients such as Microsoft, Hewlett Packard, Business Objects, Rockwell Automation, EMC and Raython have deployed CCS® worldwide. For more information, vist, or call Jill Perez at 800.993.1228, ext.706.