Lexmark — Building a Consistent Trusted Advisor Sales Coaching Model

“Our sales coaching had been inconsistent and ad hoc. Winalytics helped us build a consistent cadence of coaching across the sales organization from individual sellers to frontline managers to vertical leadership.”

Engagement Highlights

– Co-developed value-driven sales playbook and shared coaching approach across a team of 10 regional managers and 75 front-line sellers

– Accelerated adoption of a “trust advisor” sales approach across the entire Government Solutions team through consistent skills coaching

– Increased 1st to 2nd call progression by 19% and increased forecast accuracy by consistently building a “way forward” out of each 1st meeting

The Opportunity

Lexmark Government Solutions needed a more consistent way to scale consultative selling across its sales organization. The team had a trusted advisor model in place, but adoption varied widely across managers and frontline sellers.

The business had historically focused on printer and copier sales, but its broader solutions portfolio required a more consultative approach. District managers were often pulled into active deal support instead of coaching sellers on solution-selling skills. At the same time, the team lacked government-specific customer impacts and proof points, relying too often on commercial examples that did not resonate with public sector buyers.

The Solution

Lexmark built a repeatable coaching model to support trusted advisor selling.

– Built a shared coaching approach across ten regional managers.

– Developed repeatable playbooks from existing sales and marketing assets.

– Added government-specific proof points and customer impact messaging.

– Modeled coaching calls to improve manager cadence and skill focus.

The Results

– 10 regional managers adopted a shared coaching approach.

– 75 frontline sellers aligned around a more consistent sales model.

– 19% increase in first-to-second-call progression across the team.