Boosting global sales performance through value-based selling

Driving global sales consistency through value-based selling

Company name:

Fagus GreCon

Industry:

Manufacturing

Fire Protection Technology

Company size:

1,001–5,000 employees

Table of Content

About Fagus GreCon

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Fagus GreCon is a global market leader in fire protection and measuring systems, operating across six countries. Guided by the mission of “saving lives through fire protection,” the company places people and customer value at the core of its business. As the organization has expanded internationally, ensuring consistent commercial excellence across markets has become a strategic priority.

Unlocking commercial performance through value-based selling

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With the powerful mission of "saving lives through fire protection," Fagus GreCon, a market leader in fire protection systems, has always placed people at the center of their business and creating value for their clients.

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As the company expanded globally, Fagus GreCon identified a need to enhance their sales approach. While their teams excelled at explaining technical features, they needed to better articulate how these translated into tangible benefits for customers.

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Thus, Fagus GreCon implemented a value-based selling methodology to align their sales strategy with customer and market needs. This allows them to position themselves as strategic partners rather than simply product providers, creating deeper connections with customers.

70%

increase in sales offers in the French market

9.2

Training satisfaction scores

9.6

Trainer quality ratings

"I believe that if you want to have strategic partnerships with customers, you need to focus on creating value for your customer."

Jonathan Hamill

Managing Director in the UK

Business need

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Ensuring consistent, value-driven sales across global markets

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With sales teams operating across six countries, Fagus GreCon excelled at describing product features but needed to better articulate the value these features deliver. Each region operated with its own approach, resulting in inconsistent customer experiences.

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To become a strategic partner to customers, the company needed a unified value-based selling methodology that would:

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Strengthen alignment across global teams
Ensure consistency in sales conversations
Shift focus from features to customer impact
Address regional differences and language needs

"We wanted to make sure that we have more or less the same story that we are telling our customers all over the world.”

Dr. Uli Hilbers

Head of International Sales

Training solution

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A global value-selling program tailored to local needs

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To support this transformation, Fagus GreCon partnered with Lepaya to build a global training program tailored to different roles - sales managers, technical specialists, and sales support teams.

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A unified yet localized learning journey

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The program was delivered in local languages to maximize adoption. This ensured that every sales professional - regardless of region or language - could fully embrace the methodology.

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Practical, real-world learning

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The training blended theory with hands-on application through:

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Role plays
Real customer scenarios
Interactive exercises
Local trainers who understood both the methodology and the industry

This approach helped participants immediately apply their new skills.

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"It's the way your trainers teach the program and we've seen many well-prepared trainers in the Lepaya program with good skills and good communication."

Dr. Uli Hilbers

Head of International Sales

Impact

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Consistent value selling, stronger customer relationships, and 70% growth

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The value-based selling approach quickly delivered measurable results across Fagus GreCon's global operations.

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One of the most significant results came from the French team, who experienced a 70% increase in sales offer volume after completing the program. As Guillaume Prabel notes: "Last year we made 6.5 million euro offers for the first two months, and today, I think above 13 million euro offers." While multiple factors contributed to this growth, the training program played a key role in equipping the team with the right skills to capitalize on market opportunities.

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Meanwhile, individual success stories also emerged as sales representatives began winning competitive contracts by leveraging what they’ve learned and focusing on value points for customers. For example, Philipp Kunkel described how the training helped him win a significant deal:

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"The customer was close to making the decision on a big x-ray system and they brought in the competition. I started thinking, what did I learn in the last four training sessions? [...] That showed me that we discussed a lot of things really deeply with the customer.[...] The training basically gave me the confidence to rely on those topics and in the end, it helped me win the project."

Philipp Kunkel

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The program also earned exceptional reviews with training satisfaction scores of 9.2/10 and trainer quality ratings of 9.6/10. Jonathan Hamill, Managing Director in the UK, explained: "I already had a very capable sales training partner and a methodology that we'd bought into and trusted. And I think that if you change that or bring in a new organization when you have a high reference bar, you don't know if that new organization can meet the same high levels."

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"Now, I'm pleased to see that Lepaya was able to meet and exceed my expectations”

Philipp Kunkel

Managing Director in the UK, Fagus GreCon

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In challenging economic conditions, this strategic transformation has helped Fagus GreCon extract more value from existing opportunities while developing deeper customer relationships that support their long-term vision for achieving revenue targets.