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Home Group

Case Study


Home Group





Developing a common commercial language and capability

Home Group is a social enterprise and charity with a turnover in excess of £350m, it is one of the UK’s largest providers of high-quality housing and integrated housing, health & social care, providing over 55,000 homes.

The Challenge

With the significant challenges of health and social care provision across the UK, and a shortage of high quality, affordable housing, Home Group is leading the way in rectifying complex societal issues. However, a mindset and behavioural shift was needed to enable the many passionate people to maximise their influence and impact in a more commercially sustainable way.

Against this backdrop, Home Group invited durhamlane to be their commercial development training partner. Home Group needed to extend the approach to selling partnership beyond drafting and submitting tenders for social housing. The new strategy required a consistent, methodical approach to business development and one that was to be much more proactive and commercially minded.

How we helped

With mutual values and proven expertise in helping both and sales and non-sales people increase their commercial skills, durhamlane was the partner of choice for Home Group to help develop its team in the wake of its new strategy.

We created a programme to help Home Group recognise better opportunities and understand how to move up the value chain within a customer account, durhamlane’s tools, techniques, methodology and customer engagement blueprints.

There were 3 audiences within Home Group for durhamlane’s programmes:

  • Those selling or tendering on a regular basis.
  • Those not in a business development role, but regularly in contact with potential customers.
  • Senior staff who are representing the business in many different situations.

The main topics explored across the programme were:

  • Developing the right mindset for sales success
  • The power of a question-based approach
  • Spending time where we can be most effective
  • Kick-starting commercial conversations
  • Message mapping
  • Opportunity Planning
  • Running effective meetings
  • Effective follow ups

During this intensive programme, the commercial skills of Home Group employees have been developed, confidence has been increased and the organisation now has access to a range of tools, techniques and blueprints, all designed to help them spend time where they can be most successful.

‘’Yes, I would recommend durhamlane. The way in which they dealt with us, the way they proposed the options and listened to what we needed, and came back with a really considerate response, meant they were really on our wavelength.’’

Matt Forrest

Executive Director of Business Development