Case study: Driving Consistency and Commercial Impact at Geobear

Geobear operates across the UK, Europe, the US, and China, providing specialist ground engineering solutions. Despite strong revenue and inbound demand, inconsistent sales execution was creating avoidable revenue leakage. Over nine months, we rebuilt the foundations of their sales motion across all regions.

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The Challenge: several issues limited conversion:

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• Site visits missed opportunities to educate and position value

• Quotes sent by email without value conversations

• Inconsistent follow-up causing silent drop-offs

• Managers had no visibility into actual conversations

• China team struggled with Western buyer expectations

• Sporadic, personality-driven outbound activity

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The Approach: we delivered:

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• Standardized sales framework - AMs learned to educate, question deeply, and uncover real needs before responding

• Structured quote delivery - replaced "send the PDF" with live value conversations presenting options and trade-offs

• Call recording and coaching cadence - managers now review calls, diagnose patterns, and reinforce behaviors with real evidence

• China team coaching - Western communication standards: clarity, commercial confidence, direct questioning

• Outbound discipline - clearer targeting, sequencing, and messaging for B2B engagement

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Results: commercial impact across regions:

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• Higher-quality discovery conversations

• Faster, more consistent quote delivery

• Stronger follow-up discipline, fewer silent losses

• Clear improvement in China's Western buyer engagement

• Increased predictable B2B outbound activity

• Managers coaching with visibility, not guesswork

• More confident, unified sales organization across four regions

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The CEO’s feedback

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“Ben brought real consistency to our global sales teams. We now have a structured way to run site visits, deliver quotes, and follow up - and managers can finally coach effectively using call recordings. Our China team is far more confident with Western buyers. The shift in clarity, confidence, and execution has been significant.” - Otso Lahtinen, CEO, Geobear

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Learnings for CEOs and CROs

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• Consistency beats complexity - shared process outperforms individual styles

• Visibility enables coaching - call recordings let managers raise standards fast

• Quote delivery wins deals - present options live, never email PDFs blind

• Follow-up protects revenue - structured sequences recover disappearing opportunities