“How can we help our teams lead better sales conversations?”

What They Needed

Instarmac are a multi award winning manufacturer and distributor of cement and bitumen based products, supplying more than thirty countries. Their sales operation included eighteen inbound and outbound sales coordinators, supported by six national sales managers responsible for both field and telephone based teams. Experience levels varied significantly which meant customers received inconsistent conversations and mixed levels of commercial focus.

They identified the need to:

• Introduce a clear structure to sales calls across the whole team
• Strengthen the ability to uncover opportunities with new and existing customers
• Improve confidence in upselling and cross selling across multiple product lines
• Ensure managers could support performance and guide day to day 97development
• Align both sales teams and managers and share one way of selling

In short: How do we create a consistent, confident sales approach that works across varied roles and experience levels?

What We Did

Using a structured discovery and analysis process, we created a tailored development pathway for both the sales team and their national sales managers, ensuring the learning embedded across the full sales operation.

The sales team completed a bespoke three day programme delivered across two one day workshops followed by a one to one coaching session. These sessions focused on call structure, opportunity spotting and strengthening upselling and cross selling conversations.

Supported by:

• 180 degree competency assessments completed by each salesperson and their manager to highlight strengths and development needs
• Live call coaching and feedback where facilitators listened to customer calls side by side with each participant
• Practical skills sessions focused on analysing accounts, preparing targeted conversations and building commercial confidence
• Real client scenarios and simulations to reinforce new habits and develop a consistent approach
• A dedicated development pathway for managers covering performance leadership, handling underperformance, supporting conflict situations and driving team development

The programme was designed to give both sales teams and managers the capability to drive performance, support behavioural change and approach customer conversations with clarity and confidence.