Commercial Skills for Technical People

Business need

A fast-growing American IT firm approached Cegos to help it roll out a sales course for technical staff outside the States. As the course needed to be delivered in 12 countries across two continents – including Russia and South Africa – differences in culture, business practice and language needed to be addressed. The purpose of the Commercial Skills for Technical People course was to enhance the commercial awareness and skills of technical staff – enabling them to take part in high-level meetings with customers, where they would be able to influence the decision makers within potential client organisations.


Cegos has bases around the globe, and decades of experience of delivering training on the worldwide stage. Using this experience and their highly trained international consultants, they were able to devise a two-day course that was used in all 12 countries. Each course was tailored to the needs of particular countries on a case-by-case basis, including translation services when required. Cegos was able to handle the complex logistics of delivering training to a diverse audience within a compacted timeframe, making it possible for the IT business to develop a consistent approach to commercial training for its technical staff around the globe.

Commercial Skills for Technical People

The course itself was developed in direct response to the client’s needs, and was highly interactive and practical. Technical staff were shown the importance of the role they could potentially play in sales, and put it into practice with a 15-minute presentation to camera.


Cegos’ experience of delivering global training with local expertise allowed the client to train hundreds of people, regardless of language, culture or geographical differences. It linked with a wider training programme already deployed for sales staff, allowing vital technical teams to undergo personal development and play an enhanced and valuable role within the organisation. Anecdotal evidence so far shows that the training has had tangible effects – the presence of commercially skilled technical staff in meetings with potential customers has helped to close deals more quickly and effectively. Their contribution has been perceived as substantiating the work of their sales colleagues – leading to better business performance, and better team work across the company.

The initial Commercial Skills for Technical People programme is being constantly expanded to accommodate new staff in this fast growing business, and consistent positive feedback from delegates, combined with real results, means that they are considering evolving the course even further in the future.

What our clients say about us – RICS

As a leading global provider of e-learning content, with a real understanding of our business, Cegos were a natural choice of supplier to partner with to populate our in-house Learning Management System (LMS) and grow our online CPD offering.

Pierpaolo Franco

Global Director of Training Products, RICS

What our clients say about us – Total

At Cegos, we found all the skills necessary to design this bespoke training module. The Cegos team demonstrated strong engagement, professionalism and availability to make the project a complete success.

Patrick Antoine

Manager, Total Digital Academy

What our clients say about us – Nissan

We chose Cegos for its ability to provide guidance and support on aspects other than training expertise. This team of motivated, responsive professionals was able to satisfy our request for greater participant engagement and attentiveness, using a fun but effective approach to training.

Nadine Vienne

Section Manager Network Training and Sales Method, Nissan

What our clients say about us – Hutchinson

We decided to set up the Purchasing University to build our function's professional skills and develop a common set of standards and tools. We chose Cegos to be our partner in this initiative, which gives us the added advantage of being able to design new training modules to meet the demands of a fast-moving international market.

Pascale Garois

Hutchinson Group

What our clients say about us – Sun Chemical

Working in partnership with Cegos allowed us to bring about a real change in attitude to value selling across the group. The training they provided was a real eye-opener for many of the staff, and supported a company wide drive to build better long-term customer relationships.

Mark Frost

Commercial Director, Sun Chemical

What our clients say about us – Berendsen

We had already put in place LEAD Development Centres for our senior leader group, and it was very important to introduce Centres that would work for our large population of Plant Managers across Europe. Cegos have been excellent partners in helping us get the design right, and then in the delivery of lively, action learning based programmes. I have greatly enjoyed seeing our managers have ‘light bulb’ moments!

Chris Thrush

Berendsen Group Director, Human Resources

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