ADP Adopts Value Selling to Move 50% More Deals From “Do Nothing” to “Yes”

ADP | Roseland, New Jersey | 10,000+ employees

The Challenge

ADP doesn’t just offer payroll services. The company provides a wealth of human capital management (HCM) services to help clients build a better workforce including human resources, talent management, benefits administration and more. To shift company branding and help its customers see ADP as an integrated HCM provider, ADP’s sales team quantifies the value of a full suite of services to show clients the total cost of ownership (TCO) of standalone versus integrated products. They also help clients identify gaps in their current systems that are costing them money.

However, ADP’s sales team needed a central tool that would enable them to explain ADP’s value in a consistent way. The lack of a consistent value story was making it difficult for ADP’s reps to close deals, resulting in 60% of deals stalling when it came time for a second meeting. This was particularly an issue with mid-market and enterprise sales, where ADP saw more competition and a longer sales process.

The Solution

To drive sales, ADP needed the right materials to guide clients through the sales process – whether they were researching ADP online or meeting with a sales rep face-to-face. ADP saw an opportunity to create a value-based tool that would give clients insights into their businesses, help position ADP as a thought leader in HCM, and lead more clients to its solutions.

In an effort to bring value selling to the entire enterprise, ADP selected Mediafly to build a tool that would solve ADP’s primary challenge of combining the right content and data into a story that sales reps could walk buyers through. While ADP’s marketing department published a lot of thought leadership content, they didn’t know how to turn their stories into personal experiences for their clients. They also struggled to help employers understand the Affordable Care Act. With regulations constantly changing, it was becoming more difficult to keep up and give employers a quantifiable view of how these changes impacted their business.

QuoteMarks “Mediafly went the extra mile to help us build a tool that positions us as a good partner around the Affordable Care Act. It simplifies a complicated process and helps clients see our value.”

Patrick Flanigan, Senior Director of Sales Enablement at ADP

The Result

With a new Mediafly-powered diagnostic approach and more insightful information to keep reps engaged throughout the sales cycle, ADP has been able to cut its number of stalled deals in half. In addition to tools that sales reps can use in the field, prospects can also get “self-service” information through an interactive white paper on ADP’s website, helping to bring more prospects into ADP’s funnel. ADP has found the leads that come in through the new sales tools are higher-value than other leads and more likely to result in closed deals. With the elimination of ad hoc spreadsheets, ADP is also better able to track results and other sales data.