Case Studies

Client Profile

Agriline Products Ltd is one of the UK’s largest suppliers of vintage and classic tractor parts, serving customers across the UK and internationally. Based in Worcestershire, the business operates with a strong inbound sales team responsible for managing telephone enquiries, processing orders, and providing expert advice to customers. As a company with a loyal customer base and a technical product range, delivering a positive and effective customer experience is critical to Agriline’s success.

Challenge

Agriline’s inbound sales team is usually the first point of contact for customers. While the team is knowledgeable and customer-focused, they operated in a reactive way, largely responding to queries rather than leading conversations. There was an opportunity to enhance their commercial skills, particularly in areas such as rapport building, asking the right questions, closing sales, and upselling complementary products.

As the business grew, it became essential to ensure the team could handle increased call volumes with confidence, provide a consistently high-quality experience, and maximise sales opportunities.

Solution

Over a period of seven years, Rostrup has partnered with Agriline to deliver a customised sales training programme for the office-based inbound team. Delivered in Worcestershire, the programme focused on:

• Telephone Skills – Making a strong first impression and managing calls professionally
• Building Rapport – Creating trust and a positive tone early in the conversation
• Asking Great Questions – Understanding customer needs and uncovering new opportunities
• Handling Objections – Responding confidently and constructively to concerns
• Closing the Sale – Knowing when and how to secure commitment
• Upselling – Identifying relevant add-on products to increase order value

The sessions were highly interactive and practical, with real-call scenarios and coaching embedded throughout.

Outcome

Thanks to the programme, Agriline’s inbound sales team grew in confidence, capability, and commercial awareness. The training helped embed a more proactive sales culture, resulting in increased average order values, and stronger customer relationships. The long-term partnership with Rostrup supported the ongoing development of the team and played a key role in sustaining Agriline’s commercial growth.