LEAD Awards 2018: Interview with Damian Ferguson, Schlumberger

Helping Customers Achieve Their Business Objectives

  Category: Best Sales Leadership Program (non-store/restaurant)
  LEAD AWARD RANK: 7
 
  Organization: Schlumberger in Collaboration with Acumen Learning
  Program: Building Business Acumen®
  Program Directors:  Brent Barclay, Acumen Learning; Damian Ferguson, Schlumberger
  Visit: www.slb.com
 
 
Our editorial team interviewed Damian Ferguson from Schlumberger at the LEAD2018 Awards this past February. Here are some excerpts from the exclusive interview.

What is the overall objective of your program?
Today’s customers want a trusted business partner, someone who can help them see the path forward and make educated buying decisions. Customers want standouts who are more consultative and more engaged in their success and prosperity. Our Business Acumen training course developed with Acumen Learning helps you to gain a deeper understanding of how Schlumberger and your customers make money, and how to help your customers achieve their business objectives using the Five Business Drivers Model. In this course, we emphasize practical and proven techniques based around day-to-day interaction with customers and understanding their business.

Course Aim
● Use the Five Business Drivers Model to understand what motivates purchasing decisions
● Learn how to diagnose business challenges and opportunities prior to a sales call
● Align solutions with specific business needs and help clients make effective business decisions
● Listen and communicate with increased business confidence
 
Who do you impact with your program?
Classes are targeted toward all levels of our Sales and Commercial team including Sales Managers, Global Account Managers, Global Account Directors, Account Managers and Operations Managers who have (or influence) a client-interfacing sales and commercial organization. Registration and certification are managed through the company learning management system. Additional classes can be run at the request of a sponsoring organization.

Although we have focused our training program on our Sales and Commercial leaders, the concepts are very applicable for all organizations within Schlumberger.

What are the lessons you’ve learned this year from facilitating your program?
Acumen talks our talk; they understand our business and have become trusted partners in training our people to meet our objectives. We have learned that with a trusted partner we are able to have Acumen Learning run the program and no longer need our own instructors to introduce them or remain in class to add context.

Bringing external, industry expertise  has simplified our approach and enabled our leaders to learn more about the business of their customers. The Business Acumen provides this crucial knowledge while exceeding participant expectations. This course brings value and meaning into our leader’s day-to-day activities.
 
How do you measure the return on investment and success of the program?
Repeat business is one indicator of a successful program and since we started the pilot program at Schlumberger in October of 2016, we have managed to fill the rosters.  Anecdotal evidence of the impact is evident through the feedback sheets. Below is the feedback from a Schlumberger vice president:

‘The length of the class and the structure went well. The content is very applicable, and I liked the way that he related it to the Schlumberger financials. The section where we reviewed the financial statement was excellent, and really opens your eyes to the messaging of each company and what it means to different people. Excellent class, I feel very privileged to have attended and am looking forward to digging into my customer numbers.’

Additional Feedback
“This training takes sales, marketing, and operations to the next level. It was very interesting and enjoyable. Greg used great examples. Excellent coaching!”

“This course exceeded expectations! It brings the value and meaning into my day-to-day activities. The flow of the session was spot on. We had plenty of time for conversations that bring the new look into the financial analysis. I can’t wait to sharpen my knowledge through the drills.”

“Awesome! One of the more practical courses I have attended. Can apply this inside and outside Schlumberger. I think it will be very beneficial to understanding the drivers and health of my current clients.”

“Wonderful course. Broke down financial statements into easily understandable and meaningful information. A great tool to take back to my team and help me advance in my career.”

“Very interesting course. I think that we should have taken this course a long time ago, possibly with some refreshers through web-based quizzes or certifications. The sales team should take this too!”

“Excellent content. The instructor was very capable, engaging the audience and applied the concepts to our business. The tools received will be very useful in our day-to-day activities.”

Dashboard
● Net promotor score average: 85+
● Average score range: 4.6-4.8 on 5-point scale

Statistics
● First two-day course Oct 2016
● Completed 18, two-day courses in 2017
● Four in Texas
● Fourteen internationally
● Eight courses scheduled (so far) for 2018
● Five Schlumberger Quarterly Earnings Release Debriefs with hundreds of participants where the fundamentals of the course are reviewed in the context of the company’s data.

What lies ahead for the program and how will it continue to succeed?
The Sales and Commercial Training arm of Schlumberger has sponsored this course for all or our business units, delivering an average of 15 classes per year throughout the world.  We will adjust the number of classes to suit training saturation but expect that the natural ebb and flow of the business will maintain the program in our portfolio for years to come. 

We look forward to all employees having a chance to build their business acumen and help us grow our business.