FOR CEOs and SALES LEADERS

Client Success Stories

Case Studies

How We Increased Our Clients Sales between 5 and 32% In Less Than a Year and How You Can Take Your Business Growth To The Next Level As Well:

Thermal Electrics

Heating and Cooling

In a strong technical and engineering environment, the owners and management at Thermal Electrics realised that sales weren’t converting as often as they should be.

As a result, they decided to introduce new systems and create a culture with modern day selling approaches to be cutting edge. Bernadette McClelland was asked to train the team in the psychology of the buyer and seller and coach the team to embed the learnings.

Result

Since working with Bernadette Thermal Electrics have had a year of solid sales growth. Commercial conversations have improved plus sales conversions have increased considerably. Some staff who thought they had it nailed prior are now more open to new ways of doing business.

Bernadette’s style and methodology was ‘invaluable to the company’ and her teachings have been incorporated into the company culture and still being used today

​“Bernadette did more than hand out a workbook and teach, she put people in the hot seat and engaged us all as she stepped through scenarios, ensured we enjoyed the role plays and facilitated through the use of group coaching and discussion. We have recommended Bernadette to the TEC circuit as she delivers brilliantly and practices what she preaches. Our most effective training yet!”

Julie Jardine, Managing Director, Thermal Electrics

Thermal Electrics

Rainbird

Irrigation

Rainbird Australia, a global leader in the manufacture of irrigation hardware and software and with a fairly new team, wanted to streamline their messaging and sales conversations in such a way that both the new hires and veterans continued to improve their revenue growth.

Approaching 3 Red Folders they wanted a frame-work that was affordable, fresh and totally relevant to their sales environment and aligned to their strategic needs.

Both sides of the business – Golf and Councils – were brought together with the focus on accelerating the sale through a heightened sense of urgency, shortening time to market as well as positioning themselves as a respected industry resource within their respective fields.

“Even the old heads enjoyed the training saying it was one of the best they had attended, that it was beneficial and enlightening. Nobody said they ‘had heard it before’ or ‘it was a waste of time’.

Socrates Cromdos, National Sales Manager

Results

A competitor was displaced from an account as a result of the qualification process adopted by one salesperson. Another salesperson turned his entire sales presentation inside out and immediately became a front runner for a large project.

Rainbird Team Australia 
 

Tempur

Furniture

Tempur-Pedic ANZ wanted to shift the ethos of the sales organisation. With a sales team ranging from sales veterans to new hires, it was important the team was further developed to boost sales, gain further market share and accelerate client satisfaction and advocacy scores.

Results

Kicking off the 12-month program with a tailored keynote presentation, Bernadette implemented a 90-day readiness assessment which measured consumer and store perspective providing a baseline for qualitative and quantitative measurements.

Her insights helped sales refine their messaging in order to improve their presentation skills and sales results. With a focus on being industry experts as opposed to salespeople, the team overachieved their revenue targets year on year and client advocacy scores were also ‘smashed’, according to Lawrence.

“Bernadette is different. She has become an extension of where we are leading the business and that, for us, is extremely exciting. Who else acts as a sounding board just because she cares? Bernadette does and that values alignment, coupled with her skill set and personal buy-in is what is making this arrangement so successful”

John Lawrence, National Sales Manager

Tempur-Pedic

TRJ Engineering

Engineering

TRJ Engineering realised times were changing and whilst they were already in a strong growth phase, they wanted to invest further in the sales function of their business.

This shift involved committing to three key components:
– building out a robust revenue generating and milestone based sales process
– recruiting and onboarding their first external salesperson and
– reviewing their initiatives around accountability, sales leadership and business development.

Six months after hiring their first salesperson, onboarding them and training them through our group coaching blended program, sales have increased. In addition, internal systems are now aligned to KPIs and KPAs (key performance activities) and role clarity around expectations means everybody is on the same page.

Results

“Not only has 3 Red Folders helped us focus on the sales function of our business, but our market penetration and revenue generation has increased enormously.”

David Murphy, Managing Director, TRJ Engineering Pty Ltd

TRJ Engineering Team


Falcon Engineering

Engineering

Overview:
After a successful launch of a brand new, cutting edge online program for the Dangerous Goods Industry and realizing that the expectations for sales exceeded the reality, management at DG Trainer realized they needed help to bridge the gap.
After hearing Bernadette McClelland present at the CEO Institute on Business Growth Through Modern Day Sales Leadership, it was a no brainer. What they didn’t want was a salesperson to front up and sell them. Instead they wanted someone to demonstrate a clear understanding of their issues, verbalise and document their challenges, create a plan and help implement it.

Results

In doing that, Bernadette undertook win/loss reviews and voice of the customer surveys that helped articulate our real value to the market, she accompanied management on strategic visits to demonstrate exploration within a commercial conversation and the initial sales results showed, by default, a 100% increase in program enrolments, new conversations to have with potential companies and key, elevated relationships. In addition, the tools and approaches flowed over to the two other related businesses in the group – Hazpak and Falcoln Engineering.

Testimonial:

“Metrics were not our driving force. What was key to us was creating the baseline, delivering a customized tool set and having someone guide us toward executing on these tools. We have a high level of admiration and utter confidence in Bernadette’s partnering with us and continue to work with her”
John Donkers
Managing Director
DG Trainer, Hazpak and Falcoln Engineering

Agar Chemicals

Chemicals

Agar Cleaning Systems are respected business in the chemical and cleaning industries. To achieve their stretch target they needed to create stronger sales process and systems.

Industry changes with distributors and end users meant the sales culture that was heavily customer focussed needed to complement and add more sales centric skills

Results

3 Red Folders has worked with Agar Chemical Systems for a number of years now is in varying roles that include sales conference facilitator, national sales team coach, advisor on sales process and systems, recruitment and training. This has contributed to Agar overachieving their annual growth target of 10%.

“Our sales culture has been reinforced through accountability around the quality and quantity of activity, as well as outcomes. Together, we have brought direction, resolve and organisation to our sales management team and we believe our reps have benefitted from 3 Red Folder’s training and coaching and are better salespeople because of it”.

Steve Agar, CEO and Owner, Agar Cleaning Solutions

Allcon Logo

Construction

The Allcon Group is a family business with over 100 years’ collective experience in concrete construction equipment.

With second and third generation family members, passion is not lacking.

What was lacking was the ability to ‘consultatively’ sell in a heavily product based environment.

Results

Managing Director, Bruce Weeks engaged Bernadette McClelland (as a result of her LinkedIn prospecting efforts) to work with the team over an extended period of nine months.

Over that timeframe, through workshops, coaching, role playing and the successful completion of ‘The Selling Game’, behavioural shifts were seen with the team moving from a very product focussed, brochure driven sales process to one where prospecting efforts and more importantly the ability to sell value in a price driven industry was based on the buyers expectations and journey.

‘The team were constantly engaged and two of the areas we saw the biggest shifts were in the crafting of our key message where we were able to connect more fully with the customer in the initial call and build the relationship to the point of increasing our sales as well as the ability to ask stronger questions to get our buyers perspectives’ 

Allcon Team

Northwest Exterminating

Pest Control

Northwest Exterminating is one of the USA’s leading pest control companies. Having grown from a family of 2 in 1951 to over 500 throughout Georgia, Alabama, Tennessee and the Carolina’s, Head of Sales Jeff Dunn engaged Bernadette McClelland of 3 Red Folders, to optimise the growth of the business.

With her body of work accredited by the Real Estate body in order to capitalise on CE points, she was able to work with their 60 strong sales team over a couple of years to help influence their message to market skills, their negotiation skills and their overall sales mindset.

Result

Her presentation and keynote was followed by a year of company growth and her teachings have been incorporated into our business’ sales training materials year on year. Our sales team always enjoy Bernadette’s style and she is extremely accommodating and easy to work with.

Jeff Dunn – Director of Sales, Northwest Exterminating, Atlanta, GA

Northwest Exterminating Team

Workwear Group Logo

Apparel Manufacturing

3 Red Folders was engaged to facilitate virtual instructor led training for 30 salespeople within the SME team at Workwear Group. From my perspective as Business Manager, Bernadette added enormous value to the team in helping them sell remotely, with new business and numerous successful prospecting calls resulting.

Result

Feedback from the leadership team was positive as she enabled discussions that had been difficult in gaining traction, without an external voice reinforcing those messages. We welcome engaging 3 Red Folders again to help build our sales efforts.

Sam Robinson, Business Manager – SME/Online, Workwear Group

On-Line Virtual Sales Training

Get In Touch

15 + 15 =

16 Angelas Way, Sunbury, Victoria 3429, Australia
+61 3 9746 2171   +61 457 334 496
[email protected]