Building global sales excellence through value-based selling

Global commercial transformation at scale

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To strengthen commercial performance on a global scale, the company partnered with Lepaya to launch a Commercial Academy that transforms how its sales organisation approaches customer conversations.

Business need

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Why a new sales approach was essential

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Operating in a highly competitive and fast-moving logistics market, the company recognised that commercial success required more than operational excellence. Sales teams needed deeper customer understanding and the ability to build strong, meaningful partnerships.

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Rather than simply presenting services, the organisation wanted its teams to master value-based selling—diagnosing customer needs, navigating complex accounts, and articulating solutions that clearly demonstrate business impact. With global operations and diverse markets, they required a scalable learning approach that could elevate sales capability across regions.

Training solution

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Building a comprehensive value-based selling academy

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To address this need, the company partnered with Lepaya to build a comprehensive Commercial Academy centred on value-based selling methodology. The solution focused on three pillars essential for modern B2B sales success:

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1. Strong customer focus

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• Developing deeper, more strategic customer relationships
  
  
• Gaining insights through strong questioning and active listening
  
  
• Adapting communication styles to diverse decision-makers
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2. Solid account potential understanding

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• Mapping business landscapes and understanding financial data
  
  
• Analysing account opportunities and growth levers
  
  
• Evaluating and strengthening relationships with key stakeholders
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3. Value-based solution development

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• Designing solutions rooted in customer needs and benefits
  
  
• Articulating strong value propositions
  
  
• Demonstrating commercial and operational impact with clarit

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The program used real customer cases, hands-on exercises, and highly practical simulations to ensure direct application. Participants consistently praised the design and delivery, noting both the relevance of content and the “aha moments” gained from mastering financial insights.

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Impact

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Measurable global impact and lasting mindset shift

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The Commercial Academy created a lasting shift in how sales teams approach customer engagements. Key outcomes include:

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• A global transformation, with 2,500 sales professionals trained across 85 countries
  
  
• Exceptional participant satisfaction, reflected in an NPS of +91
  
  
• New commercial confidence, with participants reporting stronger customer conversations and more effective solution articulation
  
  

Beyond the numbers, the biggest impact was the mindset shift. Sales teams began viewing their role not simply as presenting services, but as uncovering opportunities, interpreting financial implications, and developing solutions that deliver tangible value.

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"The key to staying relevant in today's fast-paced world is continuous learning. The value selling program opened my eyes to a whole new way of looking at things."

Strategic Sales Director

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The program laid the foundation for sustained commercial excellence, equipping teams with the skills required to build stronger partnerships and drive growth in a complex, competitive logistics landscape.

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