Packaging case study
Rebranding Execution, Value Positioning & 70% Prospecting Success Rate
The Omni Group (formerly AAA Packaging)
At a glance
- Client: The Omni Group (formerly AAA Packaging)
- Industry: Packaging & Industrial Supply
- Focus: Rebranding Alignment, Value Positioning & Outbound Prospecting
- Program: Role Clarity & Outbound Prospecting Mastery
- Decision Addressed: Ownership → Predictable Revenue
The challenge
The Challenge
Following a major corporate rebranding from AAA Packaging to The Omni Group, the family-owned business needed to align its sales force with the new brand identity. In a highly commoditized industry—where differentiating one supplier of pallet wrapping and cardboard boxes from another is notoriously difficult—the team struggled with lead generation, value articulation, and severe call reluctance.
The approach
The Strategic Approach
Bernadette McClelland installed a practical, no-nonsense commercial framework to establish role clarity, sharpen value positioning, and build outbound prospecting discipline.
Key Transformation Areas
Role Clarity & Pipeline Strategy
Aligned the entire commercial team around clear execution standards and pipeline management.
Differentiated Value Narrative
Created a tailored positioning statement that clearly articulated what set Omni apart in the market.
Practical Prospecting Execution
Replaced theoretical training with real-time appointment setting on live sales opportunities.
Objection Handling Framework
Equipped salespeople with a structured system to navigate rejections confidently.
The results
Results & Tangible Behavioral Impact
The hands-on methodology yielded immediate performance jumps and long-term cultural adoption:
70% Appointment Success Rate
Practical, real-time prospecting sessions generated a 70% success rate in securing new business opportunities.
Eliminated Call Reluctance
The team gained clear structure and personal relevance, removing hesitation around outbound calls.
Multi-Year Message Sustainability
The positioning frameworks and narrative created during the program remained actively in use by the entire sales team two years later.
Executive testimonial
“
In working with Bernadette McClelland, our outbound phone prospecting has definitely improved. Through their group training and coaching program centered around ‘prospecting,’ we have been able to create a strong positioning statement for the salespeople, as well as gain clarity around our value proposition.
This framework removed the call reluctance previously experienced by the team, making each call relevant and personal… Our narrative flows authentically and is still used by the entire sales team two years later. The tools provided have ensured, and continue to ensure, our appointment making is successful.
Dwayne Salisbury
Head of Sales, The Omni Group
Questions
Frequently asked questions
What challenge did The Omni Group face?
After rebranding from AAA Packaging to The Omni Group, the sales team struggled to generate leads, explain its value in a commoditised market and overcome call reluctance.
How did Bernadette McClelland help The Omni Group?
She set up role clarity and pipeline standards, a differentiated value statement, an objection-handling framework, and real-time appointment setting on live opportunities.
What results did The Omni Group achieve?
A 70% success rate in securing new business appointments during the practical prospecting sessions, and lasting adoption of the approach across the team.
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