At a glance
A telco sitting on real value in its existing base, with reps who lacked the confidence to go after it. €1m a week in extra revenue. Cross-sell up from 6% to 15%.
€1m a week in extra revenue, from customers they already had
The blocker
A telco's sales team was under pressure to grow value from its existing customers without slowing the sales cycle. They knew there was more in the base. What they didn't have was the confidence, the language or the structure to open a broader conversation. Earlier programmes had handed them information, not belief, so the reps kept defaulting to selling one product at a time.
The fix
We took the focus off product features and put it onto the conversations that actually matter to the customer's business: what they're trying to achieve, and where more of the telco's portfolio could help. Then, rather than train the reps and hope it stuck, we built simple, repeatable prompts straight into their daily workflow. So the new way of selling was there in the moment they needed it, and they could act on it without stopping to think differently first.
The result
Reps moved from reactive single-product calls to proactive conversations across the portfolio. Content built for pitches started getting used live, not just in training. New propositions reached customers faster, because the team trusted what it had to say, and as confidence grew, reps began uncovering opportunities on their own.
- €1m incremental weekly revenue from existing customers
- €11m pipeline generated
- Cross-selling up from 6% to 15%
- New propositions live in 12 weeks
When confidence is built into everyday selling instead of taught as a concept, the behaviour holds. The change sticks, and the revenue follows.
Our thinking
