Diebold Nixdorf
Retail Technology | Financial Services Technology | Global | 300+ staff engaged
Six-year sales transformation: from fragmentation to unified high performance
The Challenge
Following years of growth through acquisitions, Diebold Nixdorf Retail faced a familiar but critical challenge: a global sales organisation operating without a shared way of engaging customers. Across EMEA, APAC and the Americas, teams worked with different approaches, tools and levels of capability. Sales processes lacked consistency, collaboration across functions was limited, and training investment had been minimal since the creation of Diebold Nixdorf.
A global sales capability assessment in 2019 confirmed the scale of the opportunity: no common sales methodology or customer engagement framework, significant skills gaps across regions and roles and difficulty articulating value beyond hardware toward integrated retail solutions. In a fast-moving retail technology market, their teams needed to shift from transactional selling to consultative engagement around the “Store of the Future.” To deliver on this ambition and become the indispensable partner for retail transformation they needed more than training: They required a globally scalable sales platform that could work across three regions in multiple languages, that would drive behaviour and mindset change enabling performance under sustained pressure, and integration with existing tools including Salesforce.com.
Our Solution
Diebold Nixdorf partnered with Gazing to co-design and implement STOREvolution: a fully customised customer engagement framework mapping the Diebold Nixdorf customer journey and providing a common approach, tools and language across the three regions.
The programme was delivered to 300+ participants in 5 languages across EMEA, Americas and APAC. It combined customer-led selling frameworks and practical tools (Decision-Making Cycle, Customer Storyboard, Terrain Map, Deal Diagnostics) with Red2Blue mindset training for performance under pressure. The solution also built internal coaching capability through our “3D Coaching” programme, equipping sales leaders to develop their teams sustainably. Finally, we ensured it was fully integrated with existing processes and Salesforce.com to embed the methodology and tools in the ‘everyday way of working’.
Rather than a one-off programme, the partnership evolved into a multi-year transformation, aligned each year to Diebold Nixdorf’s strategic priorities. Starting in 2020 by building the platform and laying the foundation, to sustaining Balanced Growth in 2021 and Accelerated Growth in 2022 to activating Diebold Nixdorf engines of Growth in 2025.
The Impact
Over six years, the partnership transformed Diebold Nixdorf’s sales organisation from fragmented execution to aligned global performance.
Results to Date
- 300+ sales professionals trained globally
- One unified customer engagement methodology across three regions and customer facing functions
- Common language and tools embedded across sales, pre-sales, marketing and customer service
- Sales leaders equipped with coaching capability for performance conversations
- Scalable academy supporting continuous learning and onboarding
- Stronger resilience and composure under commercial pressure through Red2Blue mindset adoption
- Six-year sustained partnership demonstrating long-term value and adaptability
Commercial performance indicators based on internal programme feedback and leadership observation:
- Improved opportunity qualification discipline leading to stronger pipeline focus
- Increased consistency in value proposition around “Store of the Future” solutions
- Shorter internal alignment cycles on complex deals due to shared language and tools
- Greater cross-functional collaboration between sales, pre-sales and implementation teams
Beyond capability development, STOREvolution became a shared operating model, helping Diebold Nixdorf teams engage customers more strategically and position themselves as trusted partners in retail transformation.
Testimonials
“The Gazing-led breakout sessions highlighted new ways to plan, collaborate, and leverage our advantages to win in new ways. These sessions and their success points should be embedded in our sales processes.
“Beyond tools and methodology, Gazing helped our teams develop the mindset required to perform under pressure in a rapidly changing market. That combination of practical structure and behavioural insight has had a lasting impact on how our people operate.”
“The STOREvolution programme helped us bring consistency and clarity to a complex global sales organisation. Our teams now approach opportunities with a shared methodology and stronger customer focus.” et claritand customer-focused selling made this programme hugely impactful.”