Building a Commercial Team Following Leadership Change Case Study

CONTEXT:

An established aftermarket manufacturer and distributor appointed a new Sales Director to strengthen its commercial performance across multiple routes to market.

The business operated across independent distribution, national accounts and specialist channels. While the foundations were in place, there was a clear need to evolve the sales structure to support growth and improve market coverage.

Following his appointment, the Sales Director was tasked with building a more effective, aligned and commercially focused sales team.

THE CHALLENGE: 

• Existing team lacked consistency across regions and channels
• Limited visibility of high-performing candidates within key competitor businesses
• Need to balance team upgrade without destabilising performance
• Requirement to appoint individuals capable of operating across different sales environments

This was not a single hire. It was a phased team build aligned to a broader commercial strategy.

OUR APPROACH:

We worked in partnership with the Sales Director to support the build-out of the commercial function over time.

• Initial Alignment
  We established a clear view of the required team structure, defining the roles across Area Sales and Business Development aligned to each channel.
• Competitor & Market Mapping
  We identified individuals operating within relevant competitors and adjacent sectors, focusing on those with proven experience in aftermarket distribution environments.
• Targeted Engagement
  Candidates were approached through a combination of established relationships and carefully selected new introductions, ensuring relevance and credibility.
• Consistency in Assessment
  Each individual was assessed not only on sales performance, but on their ability to operate within the evolving structure set by the Sales Director.
• Phased Delivery
  Appointments were made over a defined period, allowing the business to integrate each hire effectively while maintaining momentum.

 

OUTCOME: 

 

• Multiple Area Sales Managers and Business Development Managers appointed
• All hires secured from within relevant competitor or aligned sectors
• Consistent quality of shortlist across each mandate
• Strong alignment between new hires and Sales Director’s strategy

 

 

IMPACT: 

• Improved regional coverage and account development across key channels
• Greater consistency in sales approach and customer engagement
• Strengthened commercial structure to support future growth

All individuals appointed as part of the team build remain in place, providing continuity and long-term value to the business.

 

CLIENT PERSPECTIVE: 

"We needed more than individual hires. We needed to build a team that could deliver consistently across different channels. The process was structured, the candidates were relevant, and the long-term fit has proven to be right."