Challenge
Low-carbon products and services were only just beginning to appear in 75% of our client's markets. Customers remained focused on traditional products, with little encouragement from regulation and standards to move to more low-carbon materials.
Sales teams, who tended to take a rather traditional sales approach and lack deep technical expertise, struggled to promote these offerings and position themselves as game changers with their clients.
Approach
We worked with technical experts, specifiers and the product development team to identify all building and infrastructure project configurations where low-carbon solutions can be sucessfully offered and deliver value for both parties. This value was established in technical, financial, regulatory and ESG terms.
Specific sales methods were developed and tested with a select group of sales representatives, after which training programs were created for the entire sales force, based on case studies involving different projects, contractors and investors.
Result
The share of low-carbon solutions has increased 4.5-fold, and even markets that are typically reluctant to embrace change have seen results improve by focusing on suitable project types (hotels, shopping centers, high-end residential developments, etc.).
What really moved the needle: the precise targeting of projects and the quantification of tangible benefits for the client, whilst training the sales teams as if in a real-life scenario.
