ESIESI
Despite significant experience in business development and account management, Lorri recognised an opportunity to improve consistency, performance and commercial effectiveness.
Like many experienced sales professionals, success was often measured through activity and effort. The challenge was developing a more structured approach to understanding customers, managing performance and identifying the activities that generated the greatest commercial impact.
The goal was not simply to work harder, but to work more effectively.
ESI provided Lorri and her colleagues with a structured framework for applying newly-developed commercial skills in real customer situations.
Rather than focusing solely on process or sales techniques, the programme encouraged deeper customer understanding, stronger performance management and greater commercial discipline.
By applying learning directly to day-to-day responsibilities, Lorri was able to test, refine and improve commercial approaches while continuing to deliver results.
The impact was reflected in both customer outcomes and commercial performance.
A more structured approach to planning, customer engagement and opportunity management contributed to stronger overall performance.
Performance exceeded targets, including delivery at 133% of plan and above key commercial metrics.
The programme encouraged a greater focus on customer conversations and customer needs.
By asking better questions and seeking deeper insight into customer challenges, Lorri was able to identify new opportunities and strengthen existing relationships.
One of the biggest changes was improved visibility of personal performance for Lorri herself.
By tracking activity, identifying risk factors and monitoring trends more closely, it became easier for her to make adjustments in real time – before issues impacted results.
The programme reinforced the importance of planning, forecasting and focusing effort in the areas most likely to generate meaningful outcomes.
This shift helped move attention away from activity metrics and toward commercial results.
Having a clear framework for evaluating opportunities and managing performance created greater confidence in both decision-making and execution.
“ESI encouraged me to think differently about performance, customers and commercial success. By focusing on better customer insight and stronger planning, I was able to deliver better results and exceed my goals.”
— Lorri Ann Selaznik, Senior Director Business Development
High-performing sales professionals do not rely solely on experience.
Sustained success comes from understanding customers, managing performance effectively and applying commercial discipline consistently over time.
Lorri’s experience demonstrates how structured capability development can help experienced professionals strengthen customer relationships, improve forecasting and achieve stronger business outcomes.
See how ESI helps organisations develop sales capability, improve performance and deliver measurable business outcomes.
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