Global Airline Attributes 28.5% of Revenue to Sales Versatility and Negotiation Program

Business Issue

Known for safety and operational excellence, this airline’s talented workforce is recognized as one of its greatest competitive advantages.

The airline determined its need to enhance the customer experience with the ultimate objective of winning market share and increasing revenue in an extremely competitive industry.

The company sought to increase efficacy and manage risk by understanding development gaps and addressing them with appropriate courses from a full sales and services curriculum.


To equip salespeople with the versatility and negotiation skills needed to stay competitive, the airline turned to Wilson Learning, a workforce development and sales training company.

Fully committed to expanding their training offerings, the airline worked with Wilson Learning to create a curriculum for fundamental sales, customer service, and sales leadership skills that could be implemented globally.

One of these curriculum courses combined the following Wilson Learning programs into a three-day instructor-led workshop.

Negotiating to Yes: Participants learned the basics of principled negotiation, which focuses on the interests of both parties in a negotiation. They learned skills for better questioning, listening, persuading, strategizing, problem solving, and countering unfair tactics. As a result, participants are better able to achieve outcomes that are more satisfying for each party, protecting valuable working relationships and accomplishing more.

The Versatile Salesperson: Through instruction and role-play, participants learned the enhanced interpersonal skills needed to be more persuasive and effective with buyers who are different from themselves. As a result, participants gain greater access, obtain more useful information, and increase their ability to positively influence the buying condition.

Post-session coaching, leadership support, and reinforcement activities were utilized.


Because of this training, the company’s salespeople provided a better customer experience using interpersonal versatility and negotiation skills.

Both short-term and long-term customer satisfaction increased through consistent, positive interactions.

Salespeople were more efficient using their improved negotiation skills, leading to more positive outcomes and agreements.

There was a marked increase in revenue with the implementation of these curriculum offerings. Based on this success, the courses which were originally self-selected for development are now considered mandatory.

As a result, participants are better able to achieve outcomes that are more satisfying for each party . . .

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