WORLD CLASS SALES ROUNDTABLE:

Spotlight on AT&T Middle Market Group

High-Performance Culture

By Gerhard Gschwandtner
Publisher, Selling Power

In 1995, AT&T established the Middle Market Group with the objective to service customers who spend between $5,000 and $85,000 per month on AT&T services. Smaller customers are handled by the Commercial Markets organization and larger accounts are serviced by AT&T’s Global Services. The Middle Market Group operates in 50 states through 4 regions divided into 28 branches. In 1996 a team of 1,350 account executives and 320 sales managers created annual sales of about $3 billion.

AT&T’s Middle Market Group was given the World Class Sales Benchmark Award based on customer satisfaction surveys within the industry. H.R. Chally researchers identified six success factors that explain AT&T’s success:

1. Attention to customer needs. The Middle Market Group developed a very aggressive, client-centered culture.

2. Dependable follow through. Sales leadership sets high expectations on follow up. Ongoing measurement and reporting create high dependability.

3. Responsive technical support. Account executives have instant access to technical support staff through 800 lines.

4. Competent business partners. Salespeople are trained to understand the customer’s business.

5. Customer advocate program. More than 8,000 customers have entered into a written agreement with AT&T that confirms what AT&T is going to do for the customer and how AT&T is going to add value to the customer’s business.

6. Problem-solving skills. While AT&T has a reputation for quality products, AT&T employees receive excellent training to create and maintain long-term customer relationships.

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Excerpted from Selling Power magazine,
January 1998

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