Case Study: Refreshment Systems Ltd.
Lucrum House recently partnered with Refreshment Systems Ltd. (RSL), the only Carbon Zero vending company in the UK, which has been delivering premium coffee and vending solutions nationwide since 1967.
Known for their commitment to innovation, sustainability, and strong client relationships, RSL sought an advanced sales training program to equip their team with tools for effective business development and client relationship management.
Our goal was to provide a practical, engaging two-day masterclass for both new and experienced sales team members, enhancing their ability to prospect, build a sustainable sales pipeline, and effectively address client needs.
Client Needs and Challenges
RSL’s sales team operates in a competitive, service-oriented industry, where effective client communication and understanding are key to their success. The company wanted a sales training solution that would focus on:
- Uncovering New Business: Empowering the team to identify and qualify new prospects with professionalism and precision.
- Building a Sustainable Pipeline: Enabling the team to establish and maintain a consistent flow of high-quality leads.
RSL’s training objectives also included reinforcing advanced objection-handling skills, consultative selling techniques, and closing strategies, all while supporting the team’s motivation and engagement in the sales process.
Our Solution
Lucrum House designed a two-day Selling with EASE business development masterclass, led by Chris Murray, which was specifically tailored to meet the needs of RSL’s diverse sales team. The workshop introduced the Selling with EASE methodology, a consultative framework organized into four actionable steps:
- Earn the Right: Building trust and credibility, emphasizing respectful engagement.
- Ask the Appropriate Questions: Using advanced questioning to reveal client needs and goals.
- Solve the Problem: Positioning solutions that align with client values and address specific challenges.
- Execute the Solution: Developing closing strategies that reinforce long-term relationships.
The program provided foundational skills for new team members while offering seasoned professionals deeper insights and new techniques, making it an effective refresher for all experience levels.
Implementation and Delivery
The workshop began with Chris introducing the Selling with EASE framework, focusing on the importance of building trust and understanding client motivation.
Day one centred on identifying and connecting with three key decision-makers – “Ear, Fear, and Clear” – and devising strategies for each.
Through practical exercises, participants learned to differentiate between features, advantages, and benefits to communicate effectively and inspire confidence in their clients.
Day two began with an objection-handling workshop, during which Chris guided the team through a range of strategies for addressing common client concerns.
Participants then practiced building a sustainable pipeline by crafting effective introductions and initial pitches that resonated with RSL’s brand values.
The day concluded with closing techniques and commitment strategies tailored to RSL’s unique customer relationships, ensuring all participants had hands-on experience with each part of the sales process.
Client Feedback
Feedback from RSL’s sales team was overwhelmingly positive, highlighting the practical value of the training and Chris’s engaging approach:
- Jamie Cochrane, National Sales Manager: “Chris is by far the best sales trainer I have met. He captivated the room, and everyone stayed engaged from start to finish. I thought I knew sales, but I quickly realised I had much to learn. I would recommend Chris’s training to anyone!”
- Aadil Steele-Mulla, Business Development Manager: “Amazing training! Chris has in-depth knowledge of sales techniques and customer understanding. It was fantastic to learn from him – I would definitely recommend it!”
- Duncan Odgers, National Account Manager: “The training was very comprehensive. Chris brought new life to sales concepts I thought I knew well.”
- Sandy Rankin, National Account Manager: “Recently attended a two day master class course hosted by Chris Murray. I was a bit suspect beforehand having been on other courses over the years. To my immediate surprise I found the course really enjoyable and beneficial, conveyed in a manner that was believable and easy to relate to. Wish I had met Chris at the start of my sales career and not sadly in the twilight years. I would thoroughly recommend Chris, he is a great trainer and a thoroughly nice guy to boot!”
- Michelle Jordan, Business Development Manager: “Chris’s enthusiasm kept us engaged throughout. His advice was so practical – I tried one of his strategies shortly after, and it has already yielded results. Can’t wait for our next session with him!”
Results and Outcomes
RSL’s team completed the workshop with a fresh, strategic approach to business development that empowered them to manage client relationships with a consultative mindset. Key outcomes of the training included:
- Enhanced Prospecting and Pipeline Management: The team developed a personalised, proactive approach to pipeline building, allowing them to identify and qualify leads more effectively.
- Stronger Objection Handling and Closing Skills: With hands-on practice and techniques, team members gained confidence in overcoming common objections and securing commitment without pressuring clients.
- Renewed Motivation and Confidence: Chris’s engaging and relatable training style resonated deeply with the team, re-energising seasoned sales professionals and instilling enthusiasm in newer team members.
Through the Selling with EASE framework, RSL’s sales team adopted a client-centered sales approach that increased their capacity to nurture meaningful, long-term relationships, ensuring their position as a trusted leader in the coffee and vending solutions industry.
Conclusion
Lucrum House’s partnership with Refreshment Systems Ltd. (RSL) exemplifies the power of a well-designed, consultative sales training program.
By equipping RSL’s team with the skills to prospect effectively, manage a strong pipeline, and foster client relationships, the Selling with EASE workshop has enabled them to excel in a competitive landscape.
We look forward to supporting RSL’s continued growth and success as they build on this strong foundation.
