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  • ESR’s STVG

    Here is ESR's highly acclaimed Sales Training Vendor Guide, Third Edition.

Miller Heiman. What A Brand!

When it comes to marketing, Miller Heiman leads the pack.  I recently spoke with Elizabeth Vanneste, their Chief Marketing Officer. Elizabeth brought Miller Heiman into four telecommunications companies where she had previously worked. She joined the Miller Heiman team last June as a sales VP and took over marketing three months ago.

Elizabeth shared with me that her firm just added 15 sales consultants and kicked off a new partnership in India.  They have a new program, Securing Strategic Appointments, in which the participants learn, among other things, how to craft the right message, with valid business reasons, to meet with customer executives.  In addition, the program lays out specific plans for getting those critical appointments.  Elizabeth says there is a lot of interest in using these skills for selling to the government.

We talked about the economy and travel restrictions.  Miller Heiman has set up additional public sessions.  I wrote a post about public sales training sessions a while back.  They are, under certain circumstances, something to consider.

Elizabeth and I discussed technology as well.  According to Elizabeth, Miller Heiman has made significant progress with their e-learning offerings and their sales enablement tools that integrate with the top nine CRM systems (through White Springs).  Miller Heiman consultants are also now performing Blue Sheet reviews via webinars and conference calls, helping to keep their customers’ costs down.

Back to Miller Heiman’s marketing.  Miller Heiman’s brand equity is substantial.  That’s not only because they’ve been around for thirty years.  (Other training companies have been around that long or nearly that long.)  So far as sales training companies are concerned, Miller Heiman is predominant on the Web.  I’ve got Miller Heiman tagged in Google Alerts, as well as 40 or so other sales training companies.  There is no question that Miller Heiman significantly outnumbers the others with hits coming from blogs, articles, other companies’ websites (Hoover, for example), conference agendas, news, and other sources.

“Strategic Selling,” a trademarked Miller Heiman brand, is certainly widely recognized, but has become so often used generically, that it may not be connected to Miller Heiman as often as they would like.  This is similar to the issue that SPI has with their trademarked “Solution Selling.”

Miller Heiman’s leadership position in marketing isn’t something to take lightly.  After all, with the close relationship sales should have with marketing in most companies, a training company’s ability to market themselves effectively is a proof statement of an understanding of some of the most important issues, isn’t it?

Finally, this all may sound terrific to you if you’re searching out a sales training company. I can only warn you that selecting Miller Heiman or any other company based upon this or any other one-page write up is precisely the wrong thing to doESR’s Sales Training Vendor Guide, Third Edition, will be published later this month.  In the Guide, Miller Heiman and two dozen other providers are evaluated, compared and contrasted.

Disclosure:  Miller Heiman subscribes to ESR’s research.

Photo credit: DesignImage.com

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2 Responses

  1. I have always thought that the simple act of branding their tools “blue sheet”, “gold sheet”, etc was brilliant. Everyone has “tools” as far as I’ve seen and this branding makes theirs seem like something you’ve got to have. Very smart!

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