Bose Corporation: Preston Helps BOSE Build Leaders

The Communications Challenge

A respected name in professional audio circles since its founding, Bose aimed for growth in the high-end consumer market. This called for careful alignment of its operations, and serious education and motivation for its salespeople. Bose knew that when customers experienced superior performance, they were ready to buy. But could it get that message out without alienating pro distributors or creating confusion among the sales channels?

Key Programs and Solutions

  • Reach the Beach: Custom camouflage and real tanks dramatized the challenges, and created a competitive spirit within the North American Sales Group. Preston’s streamlined production approach made efficient use of internal Bose resources and focused attention on key business goals.
  • Building Experiences: Five-day sales meeting at world HQ leveraged the company’s musical heritage to build skills and commitment. Interactive training techniques culminated in a live performance by all attendees, conducted by a team of top sales managers.
  • The Power of One: With new technologies driving product line integration, the combined Americas Sales Group met as a unit, to leverage knowledge across retail, professional and automotive sales teams. A mysterious Entity greeted them, building anticipation for powerful new features and products to be revealed… at just the right moment.

The Engagement Outcome

Invigorated sales efforts drove double-digit revenue growth, and a firm grip on the high performance audio marketplace. The Bose brand is an industry leader, not only for its technology but for the brand experience its customers truly value.