Case Studies

EARLY RESULTS FOR TUGO: 64 NEW ACCOUNTS & REVENUES UP BY 23% YEAR ON YEAR

  • EARLY RESULTS FOR TUGO:   64 NEW ACCOUNTS & REVENUES UP BY 23% YEAR ON YEAR
  • EARLY RESULTS FOR TUGO:   64 NEW ACCOUNTS & REVENUES UP BY 23% YEAR ON YEAR

“The new sales structure and approach recommended by Orbit has already generated some outstanding results.  One of the 64 new accounts secured is a major account worth £250K+.  I am absolutely convinced my team would not have been capable of closing all of this business before their exposure to Orbit.  I am excited about quantifying the full scale of the impact Orbit has had on the business as we continue this journey of change.”

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The Client

Tugo is an award-winning B2B foodservice company at the cutting edge of food retail. Its dynamic eatery brands (including NEO Pizza, Burrito Cantina and Pasta Factory) are packaged for the catering and hospitality industry offering street-food solutions that include a combination of the food products themselves, food preparation equipment and point-of-sale packaging and signage enabling Tugo customers to compete with high street brands. 

The Supplier

Orbit Business Development Limited is a people development and business change consultancy with particular expertise delivering sales productivity programmes for organisations that sell complex solutions.   Orbit is well respected for its people-focused, motivational approach and for driving tangible sales results through solution selling.    

The Brief

Tugo were enjoying a period of rapid growth when they approached Orbit.  The company’s Managing Director, Lee Personius, recognised the need to move the culture of its 10-strong sales team forward in order for them to grow with the business.  He wanted to transform the team’s typically ‘informal’ / responsive approach to a more proactive, / commercial one without losing their friendly and supportive ethos, which had been the cornerstone of the business since it began in 2009.

Lee Personius said, “I wanted a partner that could make the change happen quickly as I knew it was too big for us to handle in-house alone.  Orbit were honest and challenging from the start and demonstrated real knowledge of what it takes to run an effective sales operation. Also it was clear immediately that they understood our business. Their experience with the IT and Financial Services sectors translates exceptionally well to a complex, technical solution sale like ours.”

The Solution

Orbit delivered a tailor-made sales productivity programme for Tugo that includes Sales Management, Account Management and Account Planning.  Gill Barstow, the Director responsible for Programme Development  at Orbit also helped the Tugo Board restructure the sales operation to equip the company for its next stage of growth. 

Gill Barstow, Director, Orbit Business Development Limited said, “I knew we could make a difference to sales results pretty quickly and I was also keen to help Tugo restructure to capitalise on the opportunities in their accounts and focus the talents of their people for maximum results.  And also set them up for sustainable, high-level sales performance and growth for the long-term.”

Tugo's Top 5

We asked Lee Personius, Managing Director of Tugo Food Systems to list his top 5 benefits as a direct result of the Orbit Sales Productivity Programme: 

1.  COMMERCIAL GROUNDING
“Orbit has given my sales team a commercial grounding.  This is the biggest change as a result of the Orbit sales programme.  Instead of purely looking at the technical aspects of the sale, they now also look at the ROI for the customer for everything they are doing.  It is working incredibly well.”
Lee Personius, Managing Director, Tugo Food Systems

2.  OUR CUSTOMERS’ WORLD
“The sales team have a much bigger appetite for what I call high-level learning as a result of the Orbit programme.  They are a lot more aware of what’s going on in the industry and this means they now speak a completely different language.  It is refreshing to come in and hear conversations about street-food profitability trends as well as the technical advances of our food concepts.”
Lee Personius, Managing Director, Tugo Food Systems

3.  HIGHER LEVEL
Lee Personius, continued,
“The Tugo sales effort is now focused at the right level within our customers’ businesses.  The team is targeting a much higher level and they are holding their own.  This is a testament to Gill and her understanding our business.  She has sparked a light underneath them.  They now understand it is simply not enough to know your product well.  They are now having well-informed, intelligent business discussions with customers and the results speak for themselves.”

4.  WIDER FOOTPRINT
Personius
added, “There is certainly evidence that the team is selling more widely across the product range too.  Rather than just focusing on the original product bought, they are asking probing questions and demonstrating other category options to the correct decision makers within our accounts.”

5.  CONFIDENT STRUCTURE
All team members involved in the first stage of the sales programme have now been promoted to more senior positions either in team leadership or in major account selling. The new sales team structure at Tugo allows people to specialise in a tailored approach to different market segments.  They now have cost effective methods of dealing with small customers as the company makes better use of its internal sales team, freeing up the field sales force to focus on the larger accounts and new business opportunities. 

Lee Personius, added, “The mentoring and support from Orbit’s Gill Barstow has been outstanding.  She has worked closely with us to help us get the new sales structure right and in the process has brought the management team together enabling us to look at the future in a far more dynamic way. Orbit has brought a clarity of thinking and a momentum for change that would have been difficult to generate on our own.

“The newly structured team has taken part in a number of workshops with Orbit so far and the impact these have had on the team’s confidence is amazing.  This is apparent to all areas of the company and I am a big advocate that self-belief of this kind is a major factor in sales success.”

The Final Word

Gill Barstow, Director, Orbit said, “Tugo has a superb team and an exciting product range.  They remain creative, dynamic and customer-focused as they deal with all the challenges of a fast-paced operational environment.  It is a pleasure to be working with this forward-thinking business.”

Lee Personius sums up, “The ROI for this programme is already fantastic and it is very early days.  I am convinced our new sales structure combined with this higher level, wider footprint approach is right for the future of our business. 

“Investing in a programme of this calibre is never going to be the cheap option.  It is an investment and for Tugo it is certainly one that is already paying dividends.  With 64 new accounts since the programme started, one of those a new major account and a 23% increase in overall revenues already, I am very happy with my decision to partner with Orbit and I would recommend them to any organisation that needs to up its game.”

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