International Precision Products (IPP)

At a glance

• Client: International Precision Products (IPP)
• Industry: B2B distribution of components for aerospace and defence
• Training format: Sales Performance Scan, in-company Masterclass for 7 sales managers, individual coaching
• Focus: Consultative selling at engineering level
• Trainer: Graham Hulsebos, best sales trainer of the Netherlands 2025
• Method: 12 sales techniques and 11 scientific topics

IPP: at the engineer's table before the design is final

International Precision Products (IPP) in Santpoort-Zuid is a B2B distributor of components for the aerospace and defence sector. Its customers are international, engineering-driven organisations with many decision makers. Whoever only gets to the table once the design is final can only compete on price.

For IPP's Account Sales Managers, I set up a development programme. First, the Sales Performance Scan measures where each participant stands. This is followed by an in-company Consultative Selling Masterclass for seven sales managers, focused on getting in with the engineer, navigating the landscape of decision makers and building long-term relationships. Individual coaching secures the approach per person.

The core was the same as in all my trainings: taking control of the conversation. Not broadcasting and pouring out product knowledge, but asking logical questions and knowing what to do with every answer. Every answer brings you a step closer to the close, if there is a close. Combined with the 11 scientific topics, participants understand not only what to ask, but also why it works.

Asking questions does not just work better, it also makes you come across as friendlier. You give the customer attention, and with the right choice of words you make every question stronger. What customers say themselves, they remember best, and they connect it to you. Together, these techniques make selling much easier.

What this delivers

• For IPP: at the table earlier on new projects, and therefore less competition on price.
• For their customers: engineers get a supplier who thinks along about the design, not just about lead times.
• For aerospace and defence: in long, international processes, whoever knows the decision makers and asks the right questions wins.

Do you want this for your team too?

Does your team also sell to technical organisations with many decision makers? Then you win before the quote, not after. Who would not want every customer conversation to run deliberately and by system?

The approach at International Precision Products fits the Consultative Selling training, Sales Performance Scan or individual 1-on-1 coaching. I tailor every training to your market, your product and your customer.

Want to know where your team stands first? Take the free commercial intake test. Or see other clients and references.