Case Study
“How can we tailor our sales approach for different sectors and client needs?”
What They Needed
Aggreko plc are the global leader in power and temperature control rental, operating from one hundred locations across twenty nine countries. Their sales operation includes forty five Sales Engineers and Account Managers working across multiple industries, each with different client challenges, buying behaviours and commercial requirements.
Aggreko wanted a development partner who could:
- Provide a structured selling approach without losing the nuances of each sector
- Strengthen core sales effectiveness across a varied and technically strong team
- Tailor best practice guidance to individual account needs and market differences
- Support long term skill development rather than one off training
- Create confidence in applying soft skills that complement existing technical capability
In short: How do we give a diverse sales team a shared, practical selling approach while still respecting the demands of each industry they serve?
What We Did
Using a structured development plan, we created a multi month Sales Effectiveness programme designed around practical learning, sector differences and real customer scenarios.
The programme included a series of one day workshops delivered over a six month period, with each team receiving tailored content aligned to their market and client base. Before training began, we benchmarked all participants against a sales process we designed specifically for Aggreko, supported by tools and resources to help embed each stage.
Supported by:
- A bespoke sales process with an easy to remember acronym used across all teams
- Sales benchmarking assessments to highlight strengths and development priorities
- Case study driven workshops tailored to the technical nature of Aggreko’s solutions
- Tools and on job resources to ensure the new process was applied consistently
- A follow on Customer Service Excellence programme for two hundred and twenty service engineers to strengthen post sale experience and identify further opportunities
The programme was built to reinforce practical selling behaviours, support real customer interactions and ensure teams had a consistent approach that complemented their technical expertise.
The Difference It Made
Quality of programme design
Quality of programme delivery
Improvement in sales effectiveness
Confidence applying soft skills
Post sale customer experience
The programme received strong feedback from Sales Engineers, Account Managers and senior stakeholders, with clear improvements across capability, confidence and customer engagement.
- Quality of programme design: 3.8 out of 4 – viewed as structured, relevant and aligned to real customer situations
- Quality of programme delivery: 9.9 out of 10 – facilitators were praised for being engaging, practical and commercial
- Improvement in sales effectiveness: 88% uplift – reflected in clearer opportunity management and stronger client conversations
- Confidence applying soft skills: 82% uplift – noticeable across both new and experienced Sales Engineers
- Post sale customer experience: 79% uplift – reflected in better interactions and stronger identification of additional needs
The training gave Aggreko a consistent and practical selling approach that strengthened client relationships and supported stronger commercial outcomes.
