Industrial Chemical Manufacturing case study
Commercial Discipline, Value-Based Selling & Multi-Year Double-Digit Revenue Acceleration
Agar Cleaning Systems
At a glance
- Client: Agar Cleaning Systems
- Industry: Industrial Cleaning & Chemical Manufacturing
- Focus: Commercial Discipline, Value Selling & Pipeline Management
- Program: Multi-Year Embedded Sales Capability Partnership
Key highlights
Annual Growth
Consistently exceeded 10%+ annual revenue targets
Performance Record
Multiple consecutive record revenue years achieved
Competitive Win
Retained major strategic accounts against key national competitors
Conversion Impact
Significant uplift in closing rates across lower-performing team members
The challenge
The Challenge
Agar Cleaning Systems—a respected family-owned chemical manufacturer operating nationally—needed to build a stronger, more disciplined commercial infrastructure to achieve ambitious stretch targets. Operating in a highly competitive sector, the existing team was heavily customer and service-focused rather than commercially proactive.
Key Gaps at Engagement
Low Prospecting Activity
New business outreach was low and rated at a critical baseline level by leadership.
Ad-Hoc Process & Limited Visibility
Lacked a structured sales cadence, relying on spreadsheets with minimal pipeline visibility.
Commoditised Price Selling
Consistently defaulted to selling on price rather than leading with risk reduction, compliance, and productivity value.
Inconsistent Closing Rates
Individual rep conversion rates varied widely across the national team.
The approach
The Strategic Approach
Bernadette McClelland partnered with Agar in an embedded multi-year advisory capacity, acting as national team coach, sales process strategist, and leadership advisor.
Key Transformation Areas
Structured Commercial Process
Installed rigorous qualification standards and a predictable closing discipline.
Role Specialization
Separated ongoing account management duties from dedicated new business development.
High-Value Market Focus
Identified high-priority target segments (such as food manufacturing) to expand market share.
Value-Based Position Shift
Shifted messaging toward a comprehensive risk-reduction and compliance narrative to eliminate discounting.
Coaching & Accountability Rhythm
Established a structured management rhythm to track and coach both activity quality and quantity.
The results
Results & Tangible Commercial Growth
The long-term embedded partnership established a high-performing commercial culture that consistently exceeded expectations:
Consistent Double-Digit Annual Growth
Year-over-year growth targets of 10%+ were exceeded consistently throughout the partnership.
Record Revenue Trajectory
Achieved consecutive record revenue milestones, opening broader distribution network access.
Major Competitive Account Retention
Retained key accounts against major direct competitors and secured significant new orders driven by reps who had previously struggled with conversion.
Embedded Management Resolve
Established clear direction, organization, and accountability across the sales leadership team.
Executive testimonial
“
Our sales culture has been reinforced through accountability around the quality and quantity of activity, as well as outcomes.
Together, we have brought direction, resolve and organisation to our sales management team and we believe our reps have benefitted from Bernadette’s training and coaching and are better salespeople because of it.
Steve Agar
CEO and Owner, Agar Cleaning Solutions
Questions
Frequently asked questions
What challenge did Agar Cleaning Systems face?
Agar’s national team was service-focused rather than commercially proactive, with low prospecting, an ad-hoc sales process, price-led selling and uneven closing rates.
How did Bernadette McClelland help Agar Cleaning Systems?
In an embedded multi-year role as national team coach, sales process strategist and leadership advisor, installing a structured commercial process and value-based selling.
What results did Agar Cleaning Systems achieve?
Annual revenue targets of 10%+ consistently exceeded, multiple record years, strategic accounts retained against national competitors, and higher closing rates.
Want results like this?
Let’s look at where the decisions behind your revenue are breaking down – and what it would take to fix them.