Southwest Microwave has built a global business through thirty-seven years of advanced engineering, dependable products and superior customer service. Working at locations that dictate high performance and unyielding reliability such as; correctional institutions, Utilities providers, Petrochemical industries, Transport sectors (public and commercial), Military installations, Government institutions and industrial facilities.

With the focus of the business dedicated to high quality customer service new sales representation had, however, been an issue for some time, even though investment had been made in marketing campaigns and recruiting drives.

Darren Hinson started at South West Microwave in 2003 as the Technical Sales Support Engineer working both in the field and system design areas then was subsequently moved into a sales role. With only limited knowledge of sales and the commercial side of the business, he was keen for training in these areas to gain a better understanding and improve his skills.

Darren who is now Regional Sales Manager for Ireland, UK, France, Southern Europe, Baltic States and Turkey takes up the story; “The lack of well versed security sales personnel was an issue for us in keeping up with the volume of sales enquiries being received from the European markets. Southwest Microwave had spent a lot of time, effort and money tackling this but with limited success. We decided to start a review in partnership with the Worcester Business School and it became apparent that to have technically qualified engineers who could also sell our products was a solution we had not tried previously. 

They suggested a series of training courses which were devised and delivered to a very short timescale. The courses have been very well received and we began to see encouraging results very quickly. Training has helped me understand and change how I approach marketing, we have moved from a passive response to customer requests to a more profitable consultative system focusing on features and benefits rather than cost. We now work closer with our partners looking for opportunities, expanding both the customer base and services we can deliver. I am now able to engage at a high level in government and large commercial organisations, improving our network of dealers and agents.”

Southwest Microwave’s MD, Mr. Tony Back goes on to say; “We found Worcester Business School responses to be timely, reflective and suited to our particular requirements. The post course evaluation and support ensured improved sales effectiveness continues. What we now have is a great technical based sales team who are able to answer any questions customers throw at them.”