Engagement Highlights
– Strengthened sales process and qualification across the team.
– Shifted sales team from a culture of “feature dumping” to “selling on fit”
– Raised average sales bookings per rep by 15% in first 12 months after the engagement start
– Sales acceleration supported successful acquisition by Cars.com
The Opportunity
DealerRater needed a more effective selling system after sales growth declined as stronger branded competitors entered the market. The company also needed a better way to position its unique value and return on investment instead of relying on inconsistent rep-led product pitching.
As the category creator in dealer reviews, DealerRater had built a large partner and audience base, with nearly 6,000 dealer partners in North America and 14 million monthly visitors. But when growth slowed, leadership identified a core issue: reps were using their own versions of feature dumping rather than consistently qualifying prospects, probing for pain points, and positioning DealerRater’s differentiated value in a way that motivated purchase.
The Solution
DealerRater worked with Winalytics to build a stronger qualification and coaching system.
– Strengthened sales process and qualification across the team.
– Built shared messaging around prospect challenges and product fit.
– Coached high-potential sales reps on more disciplined conversations.
– Extended coaching support to frontline sales managers.
The Results
– 15% increase in average sales bookings per rep in the first 12 months.
– 25% performance improvement for one-third of the sales team in the second quarter.
– 1 shift from feature dumping to fit-based selling helped halt a prior sales slide.
