The Newcastle Falcons are an English rugby union team that recently returned to the English Premiership in 2013. Based at their home ground at Kingston Park, Newcastle, The Falcons play in front of a weekly crowd of around 10,000 and have helped raise the profile of the sport in the region. Now firmly established in the Aviva Premier division, the Newcastle Falcons have one of the fastest growing fan bases in the country.

Key Facts:

  • Since choosing durhamlane to provide sales and development training, Newcastle Falcons went on to sell out their entire corporate capacity and advertising opportunities.
  • The sales and non-sales teams within the sales and commercial divisions of the Newcastle Falcons are now creating longer term business relationships.
  • Improved sales performance from every individual who attended training.
  • Our partnership with The Newcastle Falcons continues to this day, with durhamlane providing an ongoing sales training resource when required.


In autumn 2014 Mick Hogan, Managing Director at Newcastle Falcons contacted durhamlane to help improve the sales conversations his sales team, and corporate level staff were having with business prospects.  This came about as Mick Hogan was keen to improve ticket sales as well as fully capitalise on the corporate opportunities available to the Falcons within their modern 10,000 seater Kingston park stadium. This was based on Mick’s desire to begin aligning The Newcastle Falcons commercial opportunity with the biggest clubs in the UK.  As an already well-established team and business The Newcastle Falcons have significant experience in selling standard tickets and attracting good crowds for each home game, however attracting larger corporate bookings and sponsorship contracts was proving a little more difficult and  was  something Mick Hogan identified as a definite opportunity for the clubs development and growth. durhamlane were engaged to deliver high-impact sales training which could help the sales and commercial development teams maximise on all sales opportunities available.


Between autumn 2014 and March 2015, the durhamlane team delivered six tailored ‘Selling at a Higher Level’ sales workshops on-site at Kingston Park, designed to rapidly develop a new sales mind-set for the staff within the sales and businesses development teams. The sales workshops, carefully developed to improve delegate abilities at all stages of business conversations, were delivered in short sharp engaging ½ day sessions:

*Selling at a Higher Level
*Sales Prospecting
*Questioning & Qualification
*Key Account Management Concepts
*Building Relationships based on Value
*Effective Sales Presentation Skills

Business Impact

With the hard work of the sales and commercial development teams at the Falcons, as well as their rapid implementation of the ‘Selling at a Higher Level’ process and methodology, The Newcastle Falcons corporate sales increased significantly, so much so that the Newcastle Falcons went on to sell out almost all of their corporate advertising opportunities as well the corporate boxes for the season-ending 2014/2015.

  • Every one of the team members who attended has increased performance.
  • Improved ticket sales and corporate sales for season 2014/2015.

Our view

“Our work with The Newcastle Falcons has been a real success story. Mick and his team were very clear with their ambitious goals for the sales and commercial teams. This made it easy to put together a structured programme that would cater for those goals and support the development of the correct sales mind-set. The delegates picked up the methodology and concepts quickly and with each session we could see them growing as business professionals. As the Newcastle Falcons continue to grow as a club and as a worldwide brand, we hope to be able to continue to support Mick and his team with our full range of sales consultancy, and sales training solutions, as and when required.”

Richard Lane, Managing Partner, durhamlane

We found the training very informative, thought provoking and applicable to everyday work.  Too much training on offer these days is re-constituted text book theory but this most definitely wasn’t.  The staff were enthused by the sessions and it has had a visible impact on how they plan and complete their day’s activities.
The detail offered and the small things that have now changed mean that every one of the staff members that attended has become a better sales person.