To drive this shift, TVH partnered with Perpetos to roll out a comprehensive commercial capability activation program aimed at building sales confidence, improving customer conversations, and laying the groundwork for more value-driven selling.
To meet these challenges, TVH thoroughly restructured its internal sales organization, creating a clear distinction between a Sales Development team focused on opportunity creation, and Account Managers handling long-term relationships. This reorganization laid the foundation for a more focused, competence -based approach to customer interactions.
With the new structure in place, TVH called upon Perpetos to guide and upskill their teams toward commercial excellence. Perpetos designed a comprehensive program consisting of live and virtual workshops, on-the-job coaching, and a structured implementation trajectory.
The first step was building the foundation for proactive selling. This involved helping the teams understand the full customer buying journey and developing tailored messaging to support meaningful, relevant conversations.
From order taking to lifetime value
Traditionally, TVH’s inside sales teams operated reactively, answering customer inquiries and processing orders. But the company needed more: a way to build deeper relationships, uncover long-term potential, and create space for up- and cross-selling.
The core objective was to help our salespeople move from order takers to value sellers. That meant reshaping how we engage with customers, focusing not just on what they ask, but on why they ask it.
says Lieven Somers, Director Global Commercial Excellence & Sales Operations at TVH.
According to Lieven, there now already is a noticeable shift in how conversations are held. Salespeople ask better, more future-oriented questions, designed to understand the customer’s goals rather than just their immediate needs.
What stood out is how confident people became. They’re asking questions they wouldn’t have dared before. For example: if a customer asks for a discount, they now respond with: ‘What are you hoping to achieve with that discount?’ This opens up new insights and shows the customer we’re thinking with them.
adds Marija Martinovic, responsible for the program’s rollout at TVH
A teachable system, not just talent
One key insight from the program was the realization that selling isn’t just about personality or talent. It’s a teachable skill.
We’ve seen people shift their mindset. They’ve learned that sales success isn’t just instinct; it’s structured. There’s a system behind it. And once they saw how it works, they embraced it.
Somers explains
The program focused on conversational techniques: active listening, triggering customer reflection, and guiding discussions instead of simply reacting. As one inside sales representative from the Middle East put it: “This program gave me an understanding of how to be customer-centric and know the customer to build a long-term relationship. We’re moving from transactional value to lifetime value selling.”
From knowing to doing
What set Perpetos apart was their ability to translate knowledge into real-life behavior change. The program created a safe learning environment, with role plays, one-on-one coaching, and real scenarios that encouraged immediate application.
People were skeptical at first: nobody likes role plays. But once they experienced the feedback and saw how practical it was, they became engaged. The combination of workshops and coaching helped translate insight into action.
says Marija Martinovic
A UK team member reflected: “The confidence this program brought to my new sales role was vital. The whole mindset is totally different, new and fresh. I felt more comfortable with the change because of this program. For example, asking new, specific questions and gaining more insight.” Another participant shared: “This program helped me break old habits, see new patterns, and feel like I’m growing.”
Perpetos as a co-pilot
TVH didn’t just bring in a trainer, they gained a partner. Perpetos acted as a co-pilot, working closely with sales leadership and teams to ensure lasting impact. Their strong connection to sales practice and commercial reality helped them align training content with the day-to-day challenges of the job.
What made Perpetos stand out is how close they are to real sales practice. They understand the day-to-day challenges. And they know how to bridge the gap between knowledge and behavior.
says Somers
They didn’t just deliver a program. They stayed involved, helping salespeople apply what they learned in conversations, feedback moments, and structured coaching. Managers were trained through a coach-the-coach track, making sure the momentum would continue internally. The program also fits into a broader Commercial Excellence roadmap at TVH, positioning Perpetos not just as a vendor, but as a long-term capability partner.
