Wilson Learning Corporation, Minneapolis, Minnesotta, United States: Wilson Learning – Achievements in Sales Effectiveness

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Wilson Learning is a global leader in enhancing sales and sales leadership effectiveness. We help organizations execute their strategies through a holistic approach that strengthens sales culture, aligns processes, and equips teams with the skills and tools needed for measurable performance improvements. This results in higher win rates and accelerated sales growth.

As markets evolve, we guide organizations through complexities, driving sustainable behavior change with digitally enabled, collaborative learning journeys. Our services include sales effectiveness consulting, assessments, customization, and measurement.

1965: Founded by Larry Wilson
 

1968: Launched sales training design and delivery capabilities 
 

1978: Launched research and measurement capabilities 
 

1981: Acquired by John Wiley & Sons 
 

1984: Launched assessment capability 
 

1991: Privatized 
 

1992: Globalized 
 

2004: Launched holistic performance improvement approach 
 

2009: Launched online reinforcement approach
 

2015: Launched sales effectiveness consulting services 
 

2020: Established partnerships with NovoEd and Profiling Online 
 

2020: Launched digitally-enabled learning approach supported by a Collaborative Learning Platform 
 

2024: Streamlined our offering to focus on 4 core product families that further our client’s organizational growth 

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Wilson Learning has been at the forefront of a transformative shift in sales excellence. Through our innovative thought leadership and dynamic curriculum development, we have reshaped the behaviors of sales leaders and salespeople. 

Our commitment to revolutionizing sales effectiveness has yielded two innovations this year: (A) Our continuing strategy to integrate Artificial Intelligence (AI) into our learning, and (B) empowerment of sales managers in supporting their salespeople’s learning experience.  

Our AI capability began in previous years with the inclusion of AI-driven analyses of text-based interactions with customers. This past year we have added the ability to apply AI-driven feedback to a salesperson’s practice videos of customers interactions. AI video analytics provide salespeople with valuable insights into their manner, pace and tone of their presentations and better bridge the gap between learning and applying their new skills.  

The more a manager is involved in sales training the greater the impact of training on sales performance. Over many years we have imbed managers directly in training. This past year we have significantly enhanced this effort. We have implemented more extensive coaching training, adding new modeling videos for managers, have enhanced the tools and resources available to managers, and we have enacted a new messaging capability to inform managers when their feedback is needed.   

We have proudly served over 265 customers as a trusted partner. The industry has acknowledged us with 15 prestigious awards for sales effectiveness. We remain steadfast in our commitment to delivering exceptional content and engaging learning experiences. 

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• Client Success Stories (Attached)

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Wilson Learning is proud to showcase our commitment to addressing key challenges in sales effectiveness. Our approach is firmly rooted in research, emphasizing that training alone does not consistently yield tangible business results, but requires multiple supports for helping salespeople use their new skills to further sales performance. We were the first provider to incorporate digital training media into sales behavior change efforts. First to focus on after training support for practice and application to real life sales efforts, and first to emphasize the involvement of sales managers as critical coaches in the sales training efforts.  

Our efforts over the past year have been no different by bringing AI technology directly into the learning experience and enhancing the training and support for managers as coaches.  

We have also published some of the groundbreaking research on how to enhance learning transfer so more skills are used on the job than with traditional training. We have contributed significantly to the industry’s body of knowledge on how to best engage managers in the learning process, how to support the application of skills, and how to demonstrate the true impact of sales development on sales performance.  

While both digital and traditional sales training has proven effective in imparting sales knowledge, our research shows that they often failed to maintain and enhance critical communication, interactive, and negotiation skills among sales professionals. With our integrated approach we have successfully enabled significant improvements in salespeople's interactions with customers, amplifying their overall success.