Case Study: Driving Business Growth at a Market-Leading Industrial Automation Company

business development change management engineering sales process May 01, 2025

Lagrou Partners is proud to have worked with one of Australia’s most prominent industrial automation companies, known for its national presence and a commitment to innovation. Our tailored approach helped the company unlock new revenue streams, boost employee engagement, and achieve a significant return on investment.

Phase 1: Field Research – Understanding the Core Business

The journey began with field research, as the company’s founder insisted we spend two full days on the road with their team. This gave us a firsthand understanding of the technicians' work, their client interactions, and the unique opportunities for business growth within their operations.

Key Insight:

We gained deep insight into the technicians' world, enabling us to design a program that would resonate with their everyday work and the clients they serve.

Phase 2: Pilot Program – Shaping the Technician’s Role in Business Development

Based on our findings, we designed a bespoke program to help technicians engage in more meaningful conversations with clients. The goal was simple: by asking better questions, technicians could uncover new opportunities to add value and increase billings.

The Challenge:

Technicians are problem solvers, not salespeople. Convincing them to embrace a sales mindset without compromising their core passion for problem-solving was key to success.

To address this, we structured the training into half-day workshops spread over three weekends, making the program convenient for their busy schedules. The program was a hit, and the senior leadership team was eager to expand it nationwide.

Phase 3: National Rollout – Scaling the Success Across the Country

With the pilot program well-received, we embarked on a road trip across the country to deliver the program in every office, involving approximately 40 technicians. Along with the technical training, we partnered with senior leaders to design a bespoke incentive program, offering technicians the chance to earn additional income based on their performance.

Results:

In just 18 months, the company saw a 21-fold return on investment, generating millions of dollars in new business thanks to the proactive efforts of non-sales technicians.
The Service division has since grown to over 100 technicians across Australia.

Phase 4: Business Development Accelerator – Scaling Leadership and Client-Facing Roles

Following the success with technicians, the company expanded its focus to other client-facing employees. This led to the creation of the Business Development Accelerator program, a new initiative designed to equip senior leaders and other key client-facing roles with the tools and strategies for business development.

Participants Included:

BDMs
Service Managers
State Managers
General Managers
Heads of Departments
Lead Engineers
Consultants