Supporting a global industrial manufacturing enterprise with their effective transition to solution-based selling.

Historically, Belden relied on inbound motions, catalogue selling and channel partners to grow their customer base. However, today’s market dynamics and evolving customer expectations require a shift towards a proactive and consultative approach to sales.

To complement its traditional selling model, the company introduced a comprehensive assessment process to gain insights into prospects’ systems and challenges and offer recommendations on improving them. These small-size consultancy-type deals are quick to close and lead to signing larger supply and implementation contracts.

Belden identified a need for support from an experienced outbound sales provider to drive the solution-selling approach required by this strategy, which involves identifying best-fit prospects within target organisations, conducting introductory calls, and understanding their needs and pain points.

To kickstart Belden’s product-to-solution sales transformation, durhamlane deployed 4 full-time Sales Development Representatives (SDRs) across their US and EU markets.

The team leveraged LinkedIn Sales Navigator to perform persona-based searches, identify best-fit prospects, and map customer decision-making units in Belden’s target markets.

Rather than promoting specific products, the team engaged in meaningful conversations with qualified prospects about their energy efficiency and automation goals. This customer-centric approach allowed them to better understand their pain points, identify areas for improvement, build relationships and, where needed, nurture immature leads to sales-ready opportunities.

Delivering a steady flow of high-quality, validated sales opportunities to Belden’s Solutions Account Managers (SAMs) removed the distractions of DIY lead generation, giving them the ability to focus on developing fully customised solutions for their customers, based on the challenges identified during the assessment process.