With more than $4.25 billion in annual revenues, Nalco is the global leader of sustainability solutions for water, energy, and air.  Operating within a global economic environment that translated into margins eroding, account attrition rates climbing and stalled technology deployment and new account production, Nalco chose to transform their own sales culture.  The scope of the case study is Nalco's Water and Process Services segment, and within that segment, the Key Account Management (KAM) program.

Think! Inc. recommended Nalco move away from a series of negotiation training events.  To change culture, this effort needed the horsepower of support from executives who were serious about implementation and fundamentally understood success did not reside with the KAM team alone.

Afterwards, John Stewart, a Global Strategic Account Manager at Nalco said, "Strategic negotiation is purposeful communication.  The concepts and knowledge that we've gained through this disciplined process has allowed us to build a well thought out negotiation plan, every time.  We now proactively drive the negotiation; putting choices in front of our customers that make them think and discuss new areas of value creation that we have introduced.  We are able to stay the course more easily and maintain the integrity of our offers when we use this process.  With all opportunities worth winning these are principles we will apply."