Service: Full-Day Sales Workshop
Sector: Engineering & Technical Services
Overview
As businesses enter a new financial year, the pressure to drive performance often sharpens. For ITS, a well-established engineering business operating across complex technical sectors, this moment presented an opportunity to refine how their team approached conversion, engagement and long-term client value. Cementing their commitment to continuous professional development and investing in people, ITS were looking for an external partner who could bring both credibility and a fresh perspective whilst aligning with their values and the standards they set for their team.
The Challenge
With a team of six salespeople and account managers ranging from experienced professionals to an apprentice at the beginning of their career, the objective was to move from more activity to more effective activity.
The focus areas were clear:
- Improving conversion rates across the sales process
- Reducing the length of the conversion cycle
- Strengthening negotiation and closing strategies
- Embedding a more structured, consistent approach to customer engagement
Operating in highly technical markets, including pharma, energy, nuclear, and infrastructure, these conversations required a level of confidence and clarity that matched the complexity of the services being delivered.
The Approach
We delivered a full-day workshop tailored specifically to ITS, ensuring the content reflected both the technical nature of their work and the commercial realities of their market.
Rather than a generic sales session, the workshop focused on practical, applicable strategies that the team could immediately implement. Key areas included:
- Customer conversion strategies and how to move opportunities forward with intent
- Managing the full sales process, from initial engagement through to close
- Strengthening negotiation techniques in high-value, technical environments
- Maximising client lifetime value and recognising the commercial impact of retention
Throughout the session, we anchored discussions in real-world scenarios, aligning sales activity with measurable business outcomes and the wider financial performance of the organisation.
Results & Impact
The workshop created a shift in both mindset and approach across the team.
- Greater clarity and consistency in how opportunities are managed
- Increased confidence in handling complex sales conversations
- A stronger focus on long-term client value, not just immediate wins
- Improved alignment between sales activity and bottom-line performance
By focusing on both conversion and retention, ITS is now better positioned to maximise opportunities within its existing client base, while continuing to build new relationships in a competitive, technical market.
With over 35 years of experience, a track record of delivering thousands of projects, and significant ongoing investment in their people, ITS understands that growth comes from continuous improvement.
This engagement reflects that mindset, refining not just what the team does, but how they do it, ensuring their sales approach is as strong and considered as the engineering expertise that underpins their business.
Feedback
“I really enjoyed this sales training course. It was very interactive and kept me engaged throughout, it genuinely made me stop and think more deeply about how I approach sales. The sections on forecasting, storytelling and asking the right questions were particularly useful, especially when it came to getting better and more meaningful information out of customers.
The Golden Circle was especially beneficial for me and gave me a simple but effective way to structure conversations and explain value more clearly. I also liked the book recommendations and TED Talk suggestions, which are helpful resources I can keep going back to after the course.
This was easily one of the best sales courses I’ve done. It stood out from others I’ve been on, which often rely too heavily on role play without really giving you new information or making you think. This course focused much more on real insight and practical ideas, rather than just running through exercises for the sake of it, which made it far more valuable.
Overall, a worthwhile course that I’d happily recommend.”
Uzair Qazi, Business Development Manager – Energy and Infrastructure
“The one-day sales training from Just Williams was a useful refresher on core sales disciplines, particularly around qualification, forecasting, and understanding true buying intent. The emphasis on asking better questions and linking solutions directly to customer problems reinforced the importance of moving away from product-led conversations.
The session was practical and engaging, with clear takeaways around prioritisation, expectation management, and improving pipeline quality. I found the Golden Circle framework by Simon Sinek particularly useful for demonstrating value more clearly to customers, and the focus on storytelling and effective communication provided a helpful structure for framing sales conversations. The forecasting techniques were also relevant and easy to connect to day-to-day activity.
Overall, the training provided frameworks that can be applied immediately to improve conversion rates and forecast confidence, although the link between the psychology and sales success framework was less clear compared to the other areas.“
Finley Reah, Business Development Manager
“Great presentation style with lots of opportunities to ask questions and talk about real-life examples which all made for an enjoyable and informative course. It far exceeded my expectations without doubt. A wonderfully practical session – both personally and professionally.”
Fahad Hashmi, Senior Proposals Engineer
“I really enjoyed the training session with Jess. I particularly enjoyed the storytelling around the positioning statement. Jess was very engaging and helpful and I appreciated the way she challenged us throughout the delivery. The session that focused on questions to support negotiation, forecasting and conversion was really valuable for me. I also loved the book recommendations.”
Trina Ives, Life Sciences Key Account Manager
“I found the training engaging, well-structured, informative and clearly delivered. Overall, it was a valuable course.”
Paul Ingham, Senior Proposals Manager