Sales team training

The task

A sales consultant sold audits and team training. The difficulty: the buyer is the owner or commercial director, and admitting your own sales team has a problem is psychologically hard.

What we did

1. 01

   Removed the word “problem” from the email

   Instead of “your team sells badly” we opened with specific metrics an owner can verify in five minutes.

2. 02

   Targeted the exact title

   Owners and commercial directors only. Sales team leads were excluded from the list — they aren't the buyer for this kind of audit.

3. 03

   Fit it into one month

   The short sales cycle in consulting meant deals closed inside the project itself, not after it.