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Case Study

Storco – How We Helped Grow Revenue From $28M to $55M

KEY TAKEAWAYS

  • $28M to $55M Revenue Growth
  • 96% Increase in Revenue Sold
  • 60% Increase in Lead Conversion

Intro

How We Shifted a Family-Run Manufacturer From Selling Products to Selling Value

Storco is a family-run manufacturer and installer of storage systems, operating out of Orange, NSW and Whangārei, NZ. They compete in a concentrated, product-parity market — where differentiation has to come from people, process and client experience rather than the product itself.

Storco’s human-to-human “Development team” approach is their key point of difference in the market, and the engagement with Salesmasters was built around strengthening it.

DETAILS

Taking Storco To The Next Level

Challenge

Storco operates in a market where competing storage products are largely comparable, so the product alone can’t win the deal. Differentiation has to come from people, process and client experience — which meant the sales team needed to move beyond selling product specifications and start selling value.

Without a defined playbook, discovery and qualification varied from salesperson to salesperson, and Storco’s genuine point of difference — its human-to-human “Development team” approach — wasn’t being reinforced consistently through the sales process.

Solution

Salesmasters designed an engagement to shift the team from selling products to selling value:

  1. Tailored Sales Playbook: Built a sales playbook specific to Storco’s market and sales rhythm, giving the team a defined process with enforced stage gates and a shared knowledge base for consistent discovery and qualification.
  2. Sales Boot Camp: Delivered a Sales Boot Camp that moved the team from selling products to selling value — practical, grass-roots training grounded in real sales situations.
  3. BANT Qualification in HubSpot: Embedded BANT qualification (Budget, Authority, Need, Timeframe) directly into Storco’s HubSpot CRM, so every opportunity is qualified the same way, inside the tools the team already uses.
  4. Reinforcing the Point of Difference: Anchored the sales process around Storco’s human-to-human “Development team” approach, making their key market differentiator part of how the team sells every day.

Results

  • Revenue Growth From $28M to $55M Under the engagement, the business has nearly doubled in size.
  • 96% Increase in Revenue Sold The shift to value-based selling lifted the value of work the team closes.
  • 60% Increase in Lead Conversion Consistent discovery and BANT qualification turned more enquiries into closed deals.
  • Sales Team Growth The team has grown to 6 salespeople (including 3 new hires), plus 4 design team members now actively involved in the sales process.
  • Invited in Earlier by Major Developers Storco is increasingly brought into projects ahead of tender stage — reflecting stronger trust and positioning in the market.

“The playbook is now how we do things. The rhythm is more strategic, stage gates are enforced, and the knowledge base supports consistent discovery and qualification.” — Louis Funnell, Sales Manager, Storco

Testimonial

"Sales performance is better year on year. The team shows higher confidence in objection handling and structured process, and Salesmasters' practical, grass roots approach stands out among trainers."

Jonathan Layton, CEO, Storco