Who Are We?We are a sales force performance agency headquartered in Melbourne, Australia and we partner with sales driven and growth focused CEOs of established mid-sized businesses who engage a dedicated sales team.
We help CEOs who are frustrated with not making theirnumbers and don’t know what to do, or who want to di�erentiate themselves but don’t quite know how, to drive revenue and increase margin in a values driven way.
We enable accountability and execution in winning new deals, breaking into new accounts, shortening time to market and retaining top talent.
What Do We Know?We know when helping our clients ‘create sales smart cultures’ their commercial acumen increases andtherefore, their business value increases.
We know that when a business focuses on helping their customers grow through commercial conversations, both businesses win.
We know that a customised curriculum over a period of time is what will create sustainable behavioural change, and therefore provide a healthy pipeline.
What Matters To Our Clients?Whether entrepreneurs, executives or associations, 3 Red Folders best fit clients are motivated by a combined appreciation of high performance, growth focus and ROI. More specifically:
COMPANY PROFILE
3 RED FOLDERS
Creating Sales Smart Cultures www.3RedFolders.com
CAPABILITY FRAMEWORK
Earning market share and competitive advantage by knowing they have the right people on the right bus and going in the right directionBringing innovative approaches to the market that di�erentiate and displace competitors through strong sales leadershipPlanning, both strategically and tactically, to help their team adopt new approaches and jumpstart new results in a systematic and measurable wayLinking the benefits of their market o�ering to the needs and wants of potential buyers to win more profitable sales with less riskReaping ROI that sees their company’s financial goals, and people growth, met and sustained
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What Do We O�er?Our strength is in helping high potential sales teams to always increase their activity, their pipeline and their margins. We do this by focusing on sales process, strategy, behaviour and leadership.
DEVELOP
Evaluating and Assessing Your BusinessOur science based and proven system will predict success by addressing your systems, processes, pipeline and people giving a financial and behavioural ROI.
Acquiring/Onboarding Top TalentGuaranteed to hire the right people from the beginning and ramp up performance for new hires to hit the ground running, deliver an ROI sooner and shorten time to market.
DESIGN
Sales Playbook We help you gain clarity around your numbers, your target market, your di�erentiation and your messaging and make sure you design a repeatable, milestone-based sales process to help sell more and lead more e�ectively.
Role ClarityIt’s imperative you have the right people in the right roles, activities are designed around achieving KPIs and sales teams own their responsibilities.
DELIVER
Sales Team Coaching and DevelopmentWe create bespoke training programs so sales teams increase revenue and margins, inclusive of behavioural change, process adoption and proven shifts in results.
Sales Leadership Coaching and DevelopmentWe work 1:1 helping sales leaders become coaches to optimise the team’s development, hold them accountable, recruit better and motivate their team.
Who Do We Work With? We work with mid-tier businesses, and associations, whose members sell capital equipment or tangible products. We also work selectively within the Aged Care sector. Our clients are those CEOs who are growth focussed and looking to jumpstart business e�orts. They shepherd messages of resilience, resourcefulness and responsibility around building a high performing sales culture. Our clients get the best ROI when they priorities both processes and people. Key decision makers include:
Business Owners (wanting overall business results)
Head of Sales (wanting team and department quota)
Head of Associations (wanting cutting edge/thought leadership/industry activation)
Head of Customer Service (wanting to understand new buyers and customer experience)
Head of Leadership Development (wanting executives to incorporate adoption approaches to day-to-day management)
Head of Marketing (creating high performing sales and marketing cultures)
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www.3RedFolders.com
What We Are Not: Traditional Old School Sales Trainers or a Sales Technology Training Company
Creating Sales Smart Cultures
DESIGNSALES SYSTEMS & PROCESSES
DEVELOPSALES COMPETENCIESWILL TO SELL, SALES DNA & SALES SKILLS
DELIVERSALES LEADERSHIP & OPTIMISATION
CORE CAPABILITY QUESTIONS
www.3RedFolders.com
What sales sta� turnover do you have?
Do you know the reasons for your turnover?
What would happen if you had a crystal ball and could identify those issues up front?
How many salespeople would you hire if you knew, in advance, that they would succeed?
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Do you know what impact sales management has - good or bad - on your sales force?
If the economy weakens, and it becomes more di�cult for prospects to spend money, do you know which of your salespeople will be able to succeed under those conditions?
What percentage of the salespeople you hire become A Players?
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What is the one sales issue you have that lies at bottom of every challenge you have?
How many of your salespeople would you say are overachieving?
How many of your salespeople are selling to their full potential?
How do you know what their potential is?
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We are a sales force development company. Do you know the di�erence between a sales force development company and a sales training company?
Creating Sales Smart Cultures
“Bernadette did more than hand out a workbook and
teach, she put people in the hot seat and engaged us all
as she stepped through scenarios, ensured we
enjoyed the role plays and facilitated through the use of
group coaching and discussion. We have
recommended Bernadette to the TEC circuit as she delivers brilliantly and
practices what she preaches. Our most e�ective training
yet!”
Julie Jardine, Managing Director, Thermal Electrics
Testimonial
CASE STUDY
Thermal Electrics Heating
OverviewIn a strong technical and engineering environment, the owners and management at Thermal Electrics realised that sales weren’t converting as often as they should be. They started listening to their sta�’s sales conversations and realised this was where their chokehold was. As a result, they decided it was time to create a baseline and introduce new systems surrounding the leadership of their sales team, as well as creating a culture where everyone in the organisation could have sales conversations at some level or another. With an already strong culture of growth they felt it imperative to up the ante and introduce modern day selling approaches to take them into the future and remain cutting edge. Bernadette McClelland was asked to provide that baseline, assisting with training the team in the psychology of the buyer and seller, and providing a pathway for the internal team to pick up the baton, embed the learnings and retain control by coaching the team after the fact.
ResultSince working with Bernadette Thermal Electrics have had a year of solid sales growth. Commercial conversations have improved plus sales conversions have increased considerably. Some sta� who thought they had it nailed prior are now more open to new ways of doing business. Bernadette’s style and methodology was ‘invaluable to the company’ and her teachings have been incorporated into the company culture and still being used today.
www.3RedFolders.comCreating Sales Smart Cultures
CASE STUDY
Rainbird
OverviewRainbird Australia, a global leader in the manufacture of irrigation hardware and software, have recently gone through the process of innovating their approach to market. With a fairly new team, they wanted to streamline their messaging and sales conversations in such a way that the new hires and veterans continued to improve their revenue growth. Approaching 3 Red Folders they wanted a frame-work that was a�ordable, fresh and totally relevant to their sales environment and aligned to their strategic needs. Both sides of the business – Golf and Councils were brought together with the focus on accelerating the sale through a heightened sense of urgency, shortening time to market as well as positioning themselves as a respected industry resource within their respective fields.
ResultImmediately after the initial engagement, a competitor was displaced from an account as a result of the qualification process adopted by one salesperson. One week after the training, another salesperson turned his entire sales presentation inside out and had one of the best outcomes ever by instantly became a front runner in this sale for a large project. A salesperson who was always resistant to asking the hard questions realised the impact his belief around relationships had on his sales conversions and is keener than ever to adapt his approach. From a corporate perspective, a new standard for in-house accountability and training has now been set so that momentum is not lost and Rainbird continue to lead their environment.
“Even the old heads enjoyed the training saying it was one of the best they had
attended, that it was beneficial and enlightening. What I really liked was that nobody said or intimated
that they ‘had heard it before’ or ‘that it was a
waste of my time’.”
Socrates Cromdos, Nat’l Sales Mgr
Testimonial
www.3RedFolders.comCreating Sales Smart Cultures
CASE STUDY
Tempur
OverviewJohn Lawrence, National Sales Manager for Tempur-Pedic ANZ wanted to shift the ethos of the sales organisation. With a sales team ranging from sales veterans to new hires, it was important that they were all aligned to the vision. It was also important the team was further developed to boost sales, gain further market share and accelerate client satisfaction and advocacy scores.
Bernadette was brought in to kick-o� the 12-month program with a tailored keynote presentation and helped implemented a 90-day readiness assessment which included measuring consumer and store perspective and providing the company with a baseline for qualitative and quantitative measurements.
ResultThe insight helped sales refine their messaging in order to improve their presentation skills and sales results. With a focus on being industry experts as opposed to salespeople, the team overachieved their revenue targets year on year and client advocacy scores were also ‘smashed’, according to Lawrence.
“Bernadette is di�erent. She has become an extension of
where we are leading the business and that, for us, is
extremely exciting. Who else acts as a sounding board just because she cares?
Bernadette does and that values alignment, coupled
with her skill set and personal buy-in is what is
making this arrangement so successful”
John Lawrence, National Sales Manager
Testimonial
www.3RedFolders.comCreating Sales Smart Cultures
