Sterling Chase

A Message from Lord Pickles and Lord Blunkett, followed by Sterling Chase's best practice article

The ability to listen and learn from one another has always been vital in parliament, in business and in most aspects of daily life. But at this particular moment in time, as national and global events continue to reiterate, it is uncommonly crucial that we forge new channels of communication and reinforce existing ones. The following article from Sterling Chase is an attempt to do just that. We would welcome your thoughts on this or any other Parliamentary Review article.

Blunkett signature Rt Hon The Lord David Blunkett
Pickles signature Rt Hon The Lord Eric Pickles

Managing Director
Sterling Chase provides a unique range of services that enable
its clients to transform their business-to-business sales
functions. Based in Aylesbury, Buckinghamshire, the company
operates across the UK and around the world, providing virtual
consulting, mentoring, coaching and training services to all types
and sizes of organisations from all industries. The company was
founded in 2004 by Managing Director Steve Eungblut following
his successful career in global blue-chip technology organisations
as vice president of sales and service.
Steve explains that for businesses to survive in today’s environment of unprecedented
and accelerating change, they must quickly adapt to changes in the landscape.
Our unique offer, combined with an ability to draw on a network of expert
practitioners for each specific project and a commitment to delivering results, has
brought about a strong reputation for rapidly and cost-effectively enabling our
clients to succeed on a sustainable basis in this new challenging world of B2B
The changing landscape of B2B selling
Shifts in B2B buyer behaviour, due to increasing financial pressures, technology
innovations and aggressive competition across all sectors, have meant that B2B
selling has become a whole different ball-game. Over recent years, even the most
traditional business buyers have strived to consolidate their purchasing and now look
for multi-product and service-based solutions to give them competitive advantage
and flexibility. Procurement teams drive down costs on commodity purchases, while
senior executives focus on strategic purchases that enable their companies to gain
»Managing Director:
»Founded in 2004
»Located in Aylesbury,
»Services: Business diagnostics,
growth strategy development
and sales improvement
»No. of employees:
Approximately 100 associates
Sterling Chase
Highlighting best practice
incremental advantage in their own
markets. This polarisation of buying
behaviour means that, in today’s world,
companies that sell goods, services
or solutions that offer their buyers no
strategic advantage are in a race to the
bottom in terms of profitable income
Meanwhile, because of the growing
use of social media and the death of
cold-call selling, buyers at all levels now
have the power to complete at least 80
per cent of the buying process without
talking to a single salesperson. So having
smart products and a knowledgeable,
highly responsive salesforce is no
longer a competitiveadvantage.
In order to succeed in this new
landscape, sales strategies, systems,
processes and cultures need to be
much more customer-centric and more
disruptive. Selling companies must master
the ability to communicate insight-based
selling messages that make executive
decision makers think differently as they
start the buying process. Senior executive
buyers are still willing to pay a premium
for partnerships with companies of any
size that bring new perspectives on the
challenges they face and new ways of
overcoming those challenges to gain
competitive advantage.
So the sales function needs to change
its approach and needs to work much
closer with the marketing function to
systematically reach, and get noticed
by, senior decision makers. Frontline
sales teams have to leverage marketing
insights and use virtual interactions to
position themselves and the solutions
they offer in a way that directly aligns
to the potential needs of their senior
prospective buyers.
Driving sustainable sales
From experience, we know that change
and challenges always bring with
them new opportunities. Whatever
the challenges are, Sterling Chase
can help executives obtain clarity and
gain advantage where others would
fail. We offer our clients a practical
and efficient approach to achieving
sustainable “sales excellence” in this
new selling landscape by tailoring
solutions from our unique range of
assessment, consulting, coaching,
mentoring and training services. The
benefits gained by clients, over and
above the direct impact on growth,
include higher employee engagement,
increased customer loyalty and a big
improvement in the cost of sale.
Our projects range from short, sharp
capability evaluations and mentoring
assignments, to the design and
implementation of broader sales
transformation initiatives, all under
one-to-one guidance from our expert
practitioners who have held senior
sales leadership positions.
We are also an approved partner for
the Association of Professional Sales
and the Institute of Sales Management
so we can deliver recognised sales
qualifications as well as being experts
in designing and delivering customised
sales skills development programmes
for the new world. All of our skills
projects are entirely practical and focus
on learning in the participants’ live
working environment. This ensures
that all time spent in our programmes
has an immediate positive impact on
the learners’ sales performance.
Last year we delivered a number of
strategic improvement programmes
for multinational organisations, in very
different sectors, that are facing major
changes to their industry. However, we
also delivered a growth support project
for high potential small businesses from
several different sectors within a local
Offering a variety of
sales transformation
services and solutions
The Sterling
Chase sales
has been one
of the most
ventures I
during my
years in the
Vice president, global
solutions provider
enterprisepartnership. Many of these
companies hadn’t realised that, with a
few changes to their messaging, their
approach to selling and the companies
they were targeting, big improvements
in results could be achieved very quickly.
Peter Johnson, funding manager for
the LEP, said: “We commissioned
an innovative project to provide
specialised expertise to support
the growth of ten high-potential
organisations. Sterling Chase
undertook the project and all
participating organisations reaped
real benefits. I would recommend
ambitious small and medium-sized
businesses in any sector to talk to
Sterling Chase about how they can
realise their goals for growth.”
On another project, a global technology
solutions company’s vice president, sales
EMEA said: “Sterling Chase provided
great insight into the challenges our sales
leadership team faced. They designed
and delivered a bespoke development
programme to equip them to lead their
target markets more effectively. The
impact of this programme will be seen
for many years to come.
People and innovation
One of our biggest challenges –
and differentiators – has been the
development of a global team of around
100 high-quality associate consultants,
coaches and facilitators to service
our clients around the world in their
local language. The people we have
chosen are all experts in their field and
are highly experienced practitioners,
having previously been successful sales
professionals and sales leaders. They
are also all passionate about delivering
a consistent, high quality service to
our clients. Each associate is accredited
to our standards and has a common
blueprint for success, involving the
evaluation of the client’s existing sales
capability and the establishment of
sustainable improvements.
All of our associates have tackled
complex business turnaround
challenges in previous roles and have
worked with many companies to
deliver a transformation of their sales
performance. We apply the right mix
of experiences we have developed
across our team of associates to deliver
the best outcomes for our clients
around the world via a number of
virtual collaboration platforms
However, we never rest on our laurels.
To stay ahead in our marketplace, we
are constantly adding to the offer by
developing new and innovative ways
for our clients to derive more value from
their businesses. For example, we have
recently developed a comprehensive web
portal service that enables our clients’
sales professionals at all levels to track
their behavioural performance against
recognised effectivenessbenchmarks,
as they grow in their roles.
Our company has received quite a lot
of external recognition for the projects
we have delivered. In the past few
years we were a finalist in the BESMA
Sales Development Programme of the
Year for the results we delivered in a
transformation initiative we designed
and delivered for a global utility firm’s
major customer account teams.
We also took “runner-up” position in
the Sales Trainer of the Year category
at BESMA and won an NTA Partnership
and Collaboration Award for a skills
transformation initiative we delivered
in a virtual environment for a global
telecoms company that resulted in over
£200 million in incremental revenues
over a 12-month period.
The Sterling
Chase portal
lets our sales
track and
coach the
of their teams
towards a
benchmark for
sales roles
VP sales EMEA, global
technology solutions
Providing clients with
innovation and value

The publication in which this article originally appeared contained the following foreword from Rt Hon Elizabeth Truss.

Rt Hon Elizabeth Truss's Foreword For The Parliamentary Review

By Rt Hon Elizabeth Truss

Even by the standards of the day –this has been one of the most exciting and unpredictable years in British politics.

The leadership election we’ve just seen marks a huge moment in our country’s history. This government is taking a decisive new direction, embracing the opportunities of Brexit and preparing our country to flourish outside the EU.

As international trade secretary, I’ll be driving forward work on the free trade agreements that are going to be a priority for the government. Free trade isn’t just an abstract concept bandied around by technocrats. It is crucial for a strong economy and for the ability of families to make ends meet. Free trade benefits people in every part of our country, as British firms export to new markets and people doing the weekly shop have access to a wider choice of goods at lower prices.

The essence of free trade is in the title: freedom. It’s about giving people the power to exchange their goods without heavy government taxation or interference. Commerce and free exchange are the engine room of prosperity and social mobility. I’m determined to tackle the forces who want to hold that back.

One of my priorities is agreeing an exciting new free trade deal with the US, building on the great relationship between our two countries and the Prime Minister and US President. But I’ll also be talking to other partners including New Zealand, Australia and fast-growing Asian markets.

And with the EU too, we want a friendly and constructive relationship, as constitutional equals, and as friends and partners in facing the challenges that lie ahead – a relationship based on a deep free trade agreement. Our country produces some of the world’s most successful exports, and the opportunity to bring these to the rest of the world should make us all excited about the future. It is this excitement, optimism and ambition which I believe will come to define this government.

For too long now, we have been told Britain isn’t big or important enough to survive outside the EU – that we have to accept a deal that reflects our reduced circumstances. I say that’s rubbish. With the right policies in place, we can be the most competitive, free-thinking, prosperous nation on Earth exporting to the world and leading in new developments like AI. To do that, we’ll give the brilliant next generation of entrepreneurs the tools they need to succeed. Since 2015, there has been a staggering 85 per cent rise in the number of businesses set up by 18 to 24 year olds – twice the level set up by the same age group in France and Germany. We’ll help them flourish by championing enterprise, cutting taxes and making regulation flexible and responsive to their needs.

As we do that, we’ll level up and unite all parts of the UK with great transport links, fibre broadband in every home and proper school funding, so everyone shares in our country’s success.

2019 has been the year of brewing economic and political revolution. 2020 will be the year when a revitalised Conservative government turbo charges the economy, boosts prospects for people across the country, and catapults Britain back to the forefront of the world stage.

Rt Hon Elizabeth Truss
Secretary of State for International Development