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Case Study







The Gentoo Group is a charitable community benefit society. The group invests money in people, property and the planet to enhance the lives of others whenever and wherever possible. This is complemented by the Gentoo Green Division whose mission is to make the whole Group “Greener” and more sustainable.


The Gentoo Group underwent a major transformation in 2001 with the intention to become more sustainable and the ability to market its products and services to the general public. Also, Gentoo looked into traditional property business which underpins the Group.

In 2012, the Green Division launched a consumer Solar PV product and sales training was identified as a requirement.

Gentoo has always been very good at engaging with their tenants, but in order to move into the commercial PV market, a focused sales process was required to create a successful launch.


Following an insightful Sales Process Review consultancy, Gentoo Green engaged durhamlane to support the professional sales structure and to transition the division into a sales-led organisation. The existing sales process was slightly dislocated and employees didn’t accept their roles as sales people.

durhamlane developed a coaching and mentoring programme for each individual and for the Gentoo Green team as a unit.  The goal was to create more positivity in the sales process, more dynamism within the customer journey and to develop new sales mindsets within the team.

A new sales discipline was instilled resulting in increased positivity and confidence.

Business Impact

The durhamlane impact was visible very quickly as the Gentoo team were able to apply the training methodologies immediately.

Cold calling and objection handling was done with increased confidence and resulted in a higher lead conversion.

The new sales strategy which came out of the sales process review resulted in a maximisation of the lead generation process.

“durhamlane has helped us tremendously by engaging our staff and immersing them into a real sales oriented way of thinking and behaving. They are more focused than ever and interact with the customer in a much more professional way. Our lead generation is on the up and our sales pipeline looks healthier than it has ever done before.”

Graham Smith

Operations Director