Delivering sales training that drives commercial impact

William Scotsman

As an established leader in modular buildings, portable classrooms, mobile offices, and space solutions, Williams Scotsman wanted to increase sales success across its US commercial teams. The executive team needed a practical way to strengthen day-to-day selling conversations at scale, ensuring teams could consistently influence customer decisions while protecting trust and long-term relationships.

The solution

We designed and delivered a programme of training and coaching with strong sponsorship from the leadership team, focused on applied influence and persuasion skills that sales teams could use immediately in customer interactions. The sessions translated proven behavioural principles from Yes! 50 Secrets from the Science of Persuasion into practical techniques for commercial conversations, with coaching support to embed the behaviours in real opportunities and strengthen consistency across the sales organisation.

The impact

The programme delivered an average sales uplift of 20% that was directly attributed to the training and coaching. Impact was sustained beyond the initial rollout, prompting wider adoption and ongoing investment in the approach. The programme was subsequently rolled out across Canada, Australia, France, Germany, and the United Kingdom.

“By incorporating the science and practice of Influence into the sales process, we were able to realise a 20% increase in ‘Units delivered” immediately following our initial training session.”

Williams Scotsman

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