BASF – Change from product to solution selling


  • Service technicians have a strategic impact on the process of convincing potential customers. The successful execution of product demonstrations is crucial for the conclusion of a contract.
  • Sales oriented service technicians who attract new customers as well as the exhaustion of cross-selling potential.


  • Analyysing the current approach of Service & sales.
  • Defining sales processes to gain news customers and strengthen customer loyalty.
  • Executing a world-wide qualification programme for Service and Sales employees to implement defined sales processes.


This joint project with Mercuri brought us a big step forward in strengthening our market position. The practical and tailor made training modules, which built up upon each other, were additionally supported by implementation activities. In a period of 3 years this established the basis which was needed by our management team to further change our sales culture.