Commercial strategies come to life through customer conversations. Whilst products, pricing and systems provide the foundations, the quality and consistency of those conversations often helps organisations build relationships, create value and differentiate themselves in the market.
With this in mind, EDF and BFY developed a tailored Sales Excellence programme for its Small Business Sales team, bringing together practical coaching, leadership development and a shared framework for customer engagement.
Rather than focusing on learning in isolation, the programme was designed to help colleagues build on their existing expertise, apply learning in real customer conversations and establish a consistent approach across the team. The programme has recently been shortlisted as a finalist in the Best Learning & Development category at the UK Customer Experience Awards 2026, recognising the impact of the approach.
In the short video below, Claire Nutt, Director of Small Business at EDF, reflects on the thinking behind the initiative, what made the approach successful, and why developing people remains an important part of strengthening customer conversations.
Related insight: Why operating rhythm is becoming a key differentiator in B2B energy sales
In this related article, we explore the broader operating rhythm that helps turn commercial strategy into consistent sales execution, from leadership cadence and pipeline governance to sales capability and customer engagement.
If the themes discussed above have prompted you to reflect on your own approach to customer conversations, we'd be happy to share our perspective or discuss what we're seeing across the wider energy market.
Contact Hannah Sword for more.
Hannah Sword
Director
Hannah leads client engagements, striving to ensure clients gain significant value and benefits and from the work we deliver.
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