Sales Culture in KSA
A Tale of Growth,
Challenges, and Success

Project Length: 2 Months

We were approached by a premium luxury brand to support their sales teams and their growth in KSA. 

There were 3 teams in the 3 major cities Jeddah, Riyadh, and Khobar.



The challenges faced by the business were:

  1. Inconsistent sales performance
  2. Low showroom visits and enquiries
  3. Lack of utilization of the available tools that support the sales process.
  4. General morale.
  5. Lack of commitment to implement any change.
  6. Lack of direction and long-term objectives.


  1. Started off with one-on-one exploratory sessions to reach clarity on personal objectives and how the job will help get to those objectives. 
  2. During those sessions we helped the delegates design their own growth path and discover what they think they need to complete each step of that path in terms of Knowledge, Skills, and Attitude. 
  3. Once all delegates have completed the activity, all were grouped in mini discussion sessions where we had a refresher on the sales process, the what, the why, and the how. 
  4. Each delegate took the first step of the process – prospecting, planned the activities, and started implementing them. 
  5. A weekly cadence was set up to meet with each and discuss what went well and what could be improved. We supported with methodologies, strategies, and shared tools as needed. 
  6. The support extended to the greeters who are the first point of contact in the showroom.  

& development

The support provided helped the delegates:

  1. Fine tune the way how the guest experience was delivered. 
  2. Instilled habits that lead to continuous improvement. 
  3. Learned how to bite size the activities, set a mini objective, and work towards that objective one step at a time. 
  4. Shift the mindset towards focusing on activities that lead to the objectives rather than focusing on the sale. 
  5. Individuals started to come up with their own creative ides on how to initiate sales activities. 
  6. Time management was also progressing as delegates understood the impact of each activity and how much time and effort one needs to spend. 


As this project is mostly about culture change, many obstacles were faced. 

  1. Time of year: due to the summer months, many clients and employees go on holidays. It was hard to contact people to invite them to visit the showroom. 
  2. Change in perspective was another challenge as people used prospecting to attract visitors with promotions and offers rather than a more solid reason for a visit. 
  3. Time management was the biggest challenge due to the reactive fire fighting approach they are used to. 



The results were:


  1. Increase of prospecting calls made per month to and average of 150 calls. 
  2. Increase the number of visitors to about 5 per day per showroom. 
  3. Average prospecting calls to appointment ratio improved from 8% to 23%. 


Nontangible results: 


  1. Better time management 
  2. Improved morale 
  3. Creative thinking 


In conclusion, our engagement with the premium luxury brand’s sales teams in Jeddah, Riyadh, and Khobar, KSA, stands as a testament to the transformative impact of targeted coaching interventions. Faced with challenges encompassing inconsistent sales performance, low showroom visits, and a lack of commitment to change, our three-month project successfully navigated these hurdles.
Through personalized one-on-one sessions, the teams designed their growth paths and delved into the ‘what,’ ‘why,’ and ‘how’ of the sales process. Weekly cadences, methodological support, and a cultural shift towards focusing on activities rather than immediate sales bolstered their development. Overcoming obstacles related to the time of year and ingrained perspectives, the teams significantly increased prospecting calls, showroom visitors, and improved the prospecting-to-appointment ratio.
Beyond tangible metrics, the initiative instilled better time management, elevated morale, and fostered creative thinking. This project not only achieved its goals but also fostered a culture of continuous improvement, setting the stage for sustained success in the luxury brand’s sales endeavors.