Case Study: Building a High-Value Sales Engine for a High Value Capital Material Treatment Manufacturer

Client: UK-based manufacturer of advanced material treatment systems supplying high-value capital equipment into waste andindustrial markets. 

The Challenge

The client faced extended sales cycles, multiple decision-makers, reactive lead generation and difficulty articulating commercial value beyond technical performance. A structured, repeatable sales framework was required to convert market interest into committed investment.

The WasteVyne Approach

Strategic Lead Generation & Market Profiling: The WasteVyne analysed publicly available data, planning and permitting information, financial disclosures and sector intelligence to profile potential opportunities. This produced a prioritised, high-probability target list aligned to regulatory, operational and commercial pressures.

Strategic Sales Case & Communication Suite: The WasteVyne developed a customer-facing communication suite translating technical capability into clear commercial value. Unique selling points were mapped directly to customer pain points, supported by structured problem-solving scenarios to address procurement, operational and risk-based objections.

Sales Process & Opportunity Support: The WasteVyne supported live opportunities, helping navigate complex buying groups, maintain momentum through long sales cycles and convert engineering performance into board-level business cases.

Tactical Sales Execution: The WasteVyne enabled progression into tactical sales activity, developing customer-specific business cases and proof-of-concept deployments. Strategic selling techniques were applied to qualify buying intent and drive progression to contract.

Embedded Growth Strategy: An embedded growth strategy was developed supporting market penetration, market development, product evolution and diversification to ensure scalable, long-term growth.

Outcomes

• Repeatable, high-value Capex sales structure.
• Improved lead quality and pipeline confidence.
• Stronger conversion from engagement to contracted projects.
• Sales capability embedded within the organisation.