"Working with Adviser Partner has led to increased sales and better margins"

Pedram Fard, Sales Manager at Nordomatic, on how they got hundreds of technicians to start selling. The result? A KAM initiative that is reflected both in the results and in internal pride. 

Nordomatic has been around for just over fifty years and is Sweden's largest independent specialist in climate-smart building automation. With a focus on technological innovation and consulting services, they help companies to a more sustainable future.

The company is progressive by nature and has been in a growth phase for a long time. All the company's employees are passionate about energy and climate. Sustainability is a driving force that runs like a red thread through the entire organization," says Pedram Fard, Sales Manager. 

Background information

About five years ago, Nordomatic decided to move closer to the end customer. They wanted to communicate their services and products in a better and clearer way, with the main goal of creating added value for their customers.

- We didn't just want to make this change at management level or for sales purposes - everyone at Nordomatic should know what our end customer needs and what we can contribute. It should be in everyone's DNA.

Of the 120 employees in Stockholm, there were only six or seven dedicated salespeople. However, there was enormous hidden potential in the many technicians, all of whom have almost daily contact with Nordomatic's customers - and also the customers' customers, such as tenants.

- It goes without saying that less than seven people cannot process a gigantic market like Stockholm. But 120 people, on the other hand, that's another matter," says Pedram and continues: 

- Moreover, decision-makers always look at the influencers, they are the ones from whom they take their decisions. We have very complex systems. A decision-maker is not always familiar with - or understands - the details. They rely on their technicians. When our salespeople only meet the decision-makers and miss the long chain of influencers, it becomes a long journey.

Challenge

Nordomatic built a Key Account team of technicians to increase sales opportunities and deepen customer relationships. The challenge was to take the technicians towards the new role, which involved clear sales responsibility.

- First and foremost, we needed to create understanding and engagement with the technicians. When a technician hears the word Key Account training, it sounds like something far outside their scope. It was not easy to get them interested from the start. They didn't think it was a great idea that they would be given KAM responsibility and were honestly not excited about the training. 

Solution

Adviser Partner was tasked with engaging and driving results from the group. In the run-up to the launch, Nordomatic did some soul-searching.

- It was important to us that the Adviser Partner had an honest chance to see the work through. We understood that we needed to commit internally to make it work. You can't just sign up for sales training without being willing to roll up your sleeves. We wanted to go for it and set a three-year plan straight away.

After Adviser Partner's onboarding, a clear plan was put in place to achieve the goal. Various individuals were appointed as super users, who would drive the issue and create internal commitment to the trainings. 

- But it goes without saying that the management team should also participate in an activity like this. That's what leadership is all about. You don't point and say "Go there!", you have to lead by example. 

Outcome

Pedram underlines how important it has been to receive tailored support.

- Adviser Partner captured our needs and what we do. They adapt the trainings to us by addressing the core topics we are passionate about, our values. That's one of Adviser Partner's main strengths - they make the trainings interesting for us. Suddenly, more technicians wanted to attend them, they became something people talked about. Over time, commitment bears fruit; after 1-2 years, there was even a certain prestige associated with belonging to the KAM group. 

And the results?

- Working with Adviser Partner has led to increased sales and better margins. But we also value the increased self-esteem and communication skills of our technicians. We want to constantly develop and improve, so continuing to work with Adviser Partner is a given. You can get stuck in your own sales pitches, it's important to bring in new ways of thinking and not repeat yourself at the customer site. I would definitely recommend them to others. But maybe not to our competitors, Pedram concludes and smiles.