Steel Fabrication & Engineering case study
Engineering Sales Function, First-Rep Onboarding & Market Penetration Surge
TRJ Engineering Group
At a glance
- Client: TRJ Engineering Group
- Industry: Steel Fabrication & Heavy Engineering
- Focus: Sales Process Architecture, First-Rep Onboarding & Role Clarity
- Program: Pipeline Clarity & Role Clarity Engagement
- Decision Addressed: Ownership → Predictable Revenue
The challenge
The Challenge
TRJ Engineering Group—an award-winning Melbourne steel fabrication firm—was experiencing strong growth, but its commercial foundation was historically operations-centric. Recognizing shifting market dynamics, executive leadership determined a need to invest heavily in the sales function to build a predictable, repeatable revenue architecture.
The approach
The Strategic Approach
Bernadette McClelland partnered with TRJ Engineering to establish strategic sales foundations through her Pipeline Clarity and Role Clarity programs.
Key Transformation Areas
Predictable Sales Architecture
Designed a milestone-based sales process to improve forecasting accuracy and deal predictability.
Talent Acquisition & Onboarding
Guided the recruitment, onboarding, and structured coaching for TRJ’s first external salesperson.
Sales Leadership & Accountability
Established clear Key Performance Activities (KPAs) and KPIs to align internal systems with revenue goals.
Target Market & Positioning
Refined value positioning to expand market reach across both small and large clients.
The results
Results & Tangible Commercial Growth
Within six months of onboarding their first sales representative, the structured commercial engine delivered major market expansion:
Rapid Revenue Growth
Sales increased significantly within six months of launching the blended group coaching program.
Expanded Market Penetration
Increased market share and opened new commercial channels across the engineering sector.
Internal Operational Alignment
Synchronized internal systems and team expectations around clear sales metrics and role clarity.
Executive testimonial
“
Not only has Bernadette McClelland helped us focus on the sales function of our business through their Pipeline Clarity and Role Clarity engagement, but our market penetration and revenue generation has increased enormously.
David Murphy
Managing Director, TRJ Engineering Pty Ltd
Questions
Frequently asked questions
What challenge did TRJ Engineering Group face?
TRJ’s growth had been led by operations, and leadership needed a predictable, repeatable sales function to keep growing.
How did Bernadette McClelland help TRJ Engineering Group?
Through her Pipeline Clarity and Role Clarity programs: a milestone-based sales process, recruiting and coaching TRJ’s first external salesperson, and clear KPAs and KPIs.
What results did TRJ Engineering Group achieve?
Significant sales growth and wider market penetration within six months of onboarding the first sales representative.
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