Case Study:

Ainscough Crane Hire

As the largest lifting services company in the UK, Ainscough Crane Hire brings together the most skilled operatives in the industry, and the largest fleet of cranes and 30 strategic locations spanning the length of the country. It makes them the only truly national service, and means their customers can make the safe choice in every lift they take on across England, Scotland and Wales.

Ainscough wanted to achieve accelerated and sustainable business growth through a structured and systematic approach to Acquisition, Maximisation and Retention, by further developing the skills of their sales team.

They wanted to develop their sales professionals, to give them the mindset, skillset and toolset to deliver consistent peak sales performance.

The Solution

A branded programme called Sales Excellence, consisting of two main areas: The Inspirational Sales Leader and CONTACT® Selling Skills, with a focus on ensuring the learning is embedded and continued after the face to face modules, to become part of their sales culture.

Our High Performing Sales programme unlocks the potential in sales teams, through leadership skills which can transform your business’ success, creating REAL disruptive, market leading differentiation and a high performance culture.



“When taking on a new challenge in my latest role I was looking to find a strategic partner that would help me take my vision for the DNA of a sales organisation and the sales professionals within it and build a programme to accelerate the performance of the salesforce. Royston won me over with not only his passion for the subject matter but also the practical and simple to implement methodologies to improve our salesforce effectiveness.

In the two years up to this point I have been working with him and his team we have made huge strides in how we perform as a sales organisation and it has all started with the fundamental element of business growth… AMR.

It is amazing to think that many companies don’t clearly understand that growth comes from a focused and balanced approach to the acquisition, maximisation and retention of customers and how to answer the four BIG questions.

Royston and his team have helped us understand what our business growth formula is and we have now put AMR into action to the point where much of what you will read in this book is now part of our day to day language and behaviour”.

Leigh Webb | Sales Director


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