Overview

ADB Safegate, an airside technology and solutions provider, engaged Delta Learning to help its global sales organisation move from a short, engineering-led sales cycle to a consistent, consultative approach to selling — reflecting the business’s own shift. The relationship began with a company-wide launch at ADB Safegate’s Global Sales Meeting in Athens in October 2024, for a sales team of around 70 people, and has continued through 2025 with regional refresher training for both sales and customer-facing service teams across four international hubs, and into a fast-growth strategy workshop for the wider Global Sales team in late 2025. The programme has been sponsored throughout by Ilya Burkin, and led by Steve Bussey, founding partner of Delta Learning.

What Was Delivered

Global Sales Meeting Launch Workshop (Athens, October 2024)

A highly experiential, two-day consultative-selling workshop for around 70 members of the sales team, built around Delta Learning’s “Sales Pentathlon” format and CONNECT sales process. Ten competing teams worked through MEDDPICC qualification, the Challenger Seller approach, a customer Value Chain exercise, value quantification, decision process and criteria, and stakeholder mapping, before applying it all live: each team conducted real discovery meetings with internal “customer” stakeholders, built a value chain and pitch from what they learned, and competed in a Pitch to Win session judged in front of the wider team and a customer panel, with team scores carried and declared across both days.

Regional Sales Refresher & Sales for Non-Salespeople Workshops (Brussels, Columbus, Dubai and Kuala Lumpur; April–May 2025)

Following the Athens launch, Delta Learning delivered paired one-day workshops across four regional hubs:

Sales Refresher — an intensive, live-deal-coaching day for the core sales team, built entirely around participants’ own real opportunities: a MEDDPICC deep dive, stakeholder mapping, value quantification and metrics, decision process and criteria, competitive positioning, and a personal action plan to progress the live deal.
Sales for Non-Salespeople — a one-day workshop for customer-facing service, product and consulting colleagues, introducing core consultative skills — GRID questioning, an introduction to MEDDPICC, value quantification and Challenger Insights — so commercial opportunities are spotted and nurtured at every customer touchpoint, not only by the sales team.

Both workshops were built directly around ADB Safegate’s own commercial materials, requiring participants to bring a live opportunity and to use the ADB Value Toolkit and the ADB Safegate Airside 4.0 Playbook throughout.

Key Account Management (KAM) Fast-Growth Workshop (Global Sales team, late 2025)

A focused three-hour session supporting ADB Safegate’s pivot to a fast-growth strategy, for a sales team that had by this point grown to more than 80 people. Framed around a shared “North Star,” the session helped participants align Sales, Service and Marketing around one consistent customer story, shift from waiting for large projects to proactively spotting quick-win opportunities already sitting within existing accounts, and clarify how Sales and Marketing could work together to accelerate momentum on both fronts.

Objectives

Across the programme, the work was designed to:

Move the sales team from a transactional sales cycle to a consistent, consultative methodology across every customer interaction.
Build fluency in the MEDDPICC framework and the GRID questioning structure as a shared language for qualifying and progressing opportunities.
Give participants hands-on experience applying every tool to their own live deals, rather than hypothetical scenarios, so learning translated directly into deal progress.
Extend core consultative selling skills beyond the sales team to customer-facing service, product and consulting colleagues, so opportunities are recognised and nurtured at every touchpoint.
Support ADB Safegate’s shift to a fast-growth strategy by aligning Sales, Service and Marketing, and building the mindset and tools to spot and act on quick-win opportunities within existing accounts.

Key Outcomes

The clearest evidence of this programme’s impact is its scale and trajectory: what began as a single two-day launch workshop for around 70 people at ADB Safegate’s 2024 Global Sales Meeting has grown into a sustained, multi-year programme — regional refresher training rolled out across four international hubs in 2025, extended beyond the sales team to customer-facing service colleagues, and followed by a further commission in late 2025 to support a global sales team that had grown to more than 80 people through a new fast-growth strategy.