Dale Carnegie partnered with InterAtlas, a chemical distribution company, to refine their business approach and strengthen their client relationships. InterAtlas had traditionally focused on selling chemicals but sought to evolve into a company that offers more meaningful value to clients. Through customized training, Dale Carnegie helped InterAtlas shift from merely selling products to becoming a trusted partner in solving business challenges, fostering long-term relationships rather than short-term gains.
InterAtlas integrated the Dale Carnegie Course, leading to a transformative shift in their business strategy. Employees now approach client interactions with a focus on understanding and addressing the deeper business needs of their clients, rather than just pushing products. This change has made InterAtlas more valuable to their clients, as they now engage in meaningful business discussions about supply chain challenges and other key issues.
The training has also improved internal alignment and employee engagement. "The right people get really enthusiastic about it and actually apply it," said Alex van Zijl, CEO of InterAtlas. New hires who have completed the course demonstrate greater insight and understanding, raising the overall skill level across the organization. This cultural shift has been contagious, spreading throughout the company and reinforcing InterAtlas’s position as a leader in the industry.
Challenges
InterAtlas was a company rapidly moving forward but lacked a clear sense of direction. While they recognized that their business extended beyond just "selling chemicals," they struggled to pinpoint the additional value they brought to their clients.
Solutions
Dale Carnegie's training helped InterAtlas define their unique offering, align it with the needs of their ideal clients, and communicate their value effectively. This approach allowed the company to move beyond traditional sales tactics and focus on building stronger, more meaningful client relationships.
Results
InterAtlas discovered a renewed sense of purpose through the value they now provide. This shift enabled them to increase profit margins to match their enhanced value proposition. Additionally, the training fostered closer relationships among employees and with clients, solidifying InterAtlas's position as a trusted partner in the industry.
“By becoming more aligned with our clients, we’ve also become much more relevant to our clients. And that relevancy factor is very important because that gives sustainability to the business.”
