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Case Study







Reduced sales cycle time & confidence boost for the sales force

OnTrac provides bespoke IT solutions to the Rail, Telecommunications and Utilities markets. With over 30 years of experience in Engineering Processes, Systems Design and Information Management, OnTrac is fully committed to ongoing investment in new technologies and forming strategic partnerships with world-class suppliers.


When OnTrac engaged durhamlane, they had recognised an expansion phase was possible within their business.  There was a requirement to update the look and feel of the brand but also an opportunity to reassess all customer facing roles, with a particular focus on sales, marketing and customer service.

The business was doing very well but the Management team knew they could be achieving more.


Following a Sales Process Review, a blended training and coaching programme was delivered to all sales and customer service staff.  The initial Sales Process Review helped OnTrac re-evaluate their approach to their customers and also to build a strategy designed to target and open new markets and sectors for new business growth.

The sales process was tightened and new methods of prospecting, qualifying and negotiating were implemented and successfully embedded into the business.

Business Impact

Our Sales Process Review  and subsequent training programme encouraged new ways of working and instantly delivered increased sales success.  It has helped staff understand what it is the customer really wants and how to deliver that need quickly and efficiently.  Even more importantly the tailored training programme has helped staff spot opportunities for cross selling OnTrac’s products and services.

The Clients View

Since engaging with durhamlane, OnTrac has reduced its sales cycle time and thus increased lead conversions dramatically. It has given staff more confidence in dealing with the customer and by applying more cross selling has resulted in more customers buying more of OnTrac’s products and services.

“durhamlane’s advice and expertise were invaluable for our business. All recommendations were applied and resulted in immediate improvements in lead conversion and staff confidence.”

Martyn Cuthbert

Managing Director