StEP: Selling Enterprise Services at Hewlett-Packard

Thursday, July 30, 2015

ATD Excellence in Practice Award Winner 2014 Hewlett-Packard (HP), based in Palo Alto, California, developed a new workshop to prepare its salesforce to accelerate the sales of HP’s enterprise services.   

With such technologies as cell phones, computers, tablets, and social media changing the way companies operate, Hewlett-Packard’s sales force needed to learn better ways to effectively link its strategic services to clients’ business needs. Despite an array of best-in-class strategic services—comprising cloud, mobility, security, and big data offerings—sales executives did not possess the confidence necessary to host uniquely differentiated conversations with potential clients about these emerging technologies. 

Consequently, the sales force needed a new and innovative approach to training that would enable desired changes in selling behaviors and focus attention on high-revenue growth opportunities. Enter StEP, a workshop conceived to meet the objectives set by a corporate go-to-market strategy change.


During the StEP workshop, participants are exposed to important elements within HP’s strategic services that differentiate the company from its competition. It teaches conversational techniques and sales best practices, and provides deeper insight into the value HP’s capabilities bring to its clients. 

The results are clear. Hewlett-Packard has seen a significant increase in the sales pipeline development for strategic services. As of August 2014, the number of early-stage strategic services opportunities in the pipeline had increased to 9.9 percent over the same period in 2013.What’s more, in addition to the improved opportunity growth, the sales, portfolio, and executive leadership teams have shared positive feedback regarding the behavioral impact and knowledge improvement within their teams. 

The ATD Excellence in Practice Awards program recognizes results achieved through the use of practices and solutions from the entire scope of talent development. ATD is now accepting applications for the 2015 awards. Deadline for submissions is September 18. Learn more about the ATD Excellence in Practice Awards program

About the Author

Ryann K. Ellis is an editor for the Association of Talent Development (ATD). She has been covering workplace learning and performance for ATD (formerly the American Society for Training & Development) since 1995. She currently manages ATD's Community of Practice blogs, as well as ATD's government-focused magazine, The Public Manager. Contact her at 

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