Construction & Equipment Supply case study

Consultative Sales Transformation, Messaging Precision & Value-Based Selling

Allcon Group

At a glance

The challenge

The Challenge

The Allcon Group—a family-owned business with over 100 years of collective experience in concrete construction equipment—possessed deep industry passion, but struggled with a transactional sales model. Operating in a heavily product-focused and price-sensitive industry, the sales team relied on brochure-driven pitches rather than consultative, value-based selling aligned with the buyer’s journey.

The approach

The Strategic Approach

Managing Director Bruce Weeks engaged Bernadette McClelland for a comprehensive 9-month commercial transformation program utilizing interactive workshops, targeted coaching, and hands-on execution.

Key Transformation Areas

Brochure-to-Consultative Transition

Shifted team behavior from transactional product pitching to consultative sales conversations tailored to buyer expectations.

Messaging Precision

Crafted high-impact key messaging to establish strong buyer connections during initial outreach calls.

Value-Based Positioning

Taught the team to articulate value and defend margins in a price-driven, competitive market.

Interactive Capability Building

Utilized real-world role-playing and ‘The Selling Game’ methodology to embed questioning techniques and trust-building skills.

The results

Results & Tangible Operational Shifts

The extended partnership delivered immediate, measurable behavioral changes across the sales organization:

Elevated Discovery & Questioning

Sales reps developed the discipline to ask strategic, high-value questions to surface deeper buyer perspectives.

Stronger Initial Prospecting

Refined messaging led to higher engagement rates and faster relationship building on cold and warm outreach.

Sustained Revenue Growth

Increased overall sales volume by shifting focus toward customer value rather than price discounting.

Executive testimonial

“

The team were constantly engaged and two of the areas we saw the biggest shifts were in the crafting of our key message where we were able to connect more fully with the customer in the initial call and build the relationship to the point of increasing our sales as well as the ability to ask stronger questions to get our buyers perspectives.

Bruce Weeks
Managing Director, Allcon Group

Questions

Frequently asked questions

What challenge did Allcon Group face?

Allcon’s team relied on brochure-driven, transactional selling in a price-sensitive, product-focused industry.

How did Bernadette McClelland help Allcon Group?

Through a nine-month commercial transformation with Managing Director Bruce Weeks: interactive workshops, coaching, key-message work and role-plays using The Selling Game.

What results did Allcon Group achieve?

Sharper discovery and questioning, stronger first calls from refined messaging, and sales growth from focusing on customer value rather than discounting.

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