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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


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



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


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.





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.



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

TRJ 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.


“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

Agar 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

Agar Team


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

Bernadette McClelland - 3 Red Folders


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.


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’