From Crowded Market to International Export
Sales Training | Estonian Marketing Association
The 1.3 Million Ceiling
Estonia is a digital powerhouse, but with a population of just 1.3 million, it's a saturated market for creative agencies. For local firms, the ceiling comes fast.
The Estonian Marketing Association (TULI) recognized that for their members to grow, they had to look beyond the borders. They needed to sell to Europe. But exporting expertise requires a different set of skills than competing domestically. They contacted The Hutch Consultancy to help their agencies understand their true value and to teach them how to sell their expertise from a place of confidence.
Learning to Lead
Fifteen agency leaders arrived in Tallinn lacking in confidence that they could grow their business beyond Estonia's borders. They gathered for a two-day intensive workshop focused on the Win Without Pitching methodology. The goal was to give them the frameworks to sell their expertise rather than simply take orders.
The workshop worked through the full "Four Conversations" model:
1. Probative: Demonstrating expertise before the client even realizes they desire you.
2. Qualifying: Determining fit and budget early.
3. Value: Uncovering the value you'll create and what the client would pay for it.
4. Closing: Finishing the sale calmly, without stress or surprises.
The Participant Experience
The result was a profound shift in commercial confidence. Leaders who arrived with a vendor mindset, unconvinced of their own expertise and the value they create, left with a concrete framework to take control of the engagement and command the fees they deserve.
"The first inspiration was to become part of the revolution of not pitching ideas anymore. The client does not want the creative on the spot. The client wants the process, wants to feel safe."
— Workshop Attendee"Thanks to this workshop, I got the framework to make the clients believe we are experts. That has been very, very useful to get some confidence."
— Workshop Attendee"We do believe ourselves that we're experts. But thanks to this workshop, I got the framework to make the clients believe that as well."
— Workshop Attendee"It was a mindset change. I like this three-option idea... especially the third one where there are no limits... that's so amazing."
— Workshop AttendeeOutcomes
The immediate shift was in mindset. These agencies had been competing on price in their home market. By the end of the workshop, they had a model for selling their expertise that could work anywhere in Europe. They understood the value of what they knew, not just what they did.
Longer term, this training results in higher closing ratios and the confidence to win business at a higher price point. But perhaps most importantly, it gives agencies a shared language for sales: a renewed confidence and a love for the process of selling.
"The ‘Win Without Pitching’ programme was relevant and felt tailor-made for our small market. Aaron is an incredible trainer who took the time to understand the nuances of our market and the real challenges agencies face. The training received 5 out of 5 reviews across almost all evaluation criteria. The feedback clearly showed that this kind of strategic support is strongly needed and creates real value (and change!) for agencies and for the creative sector with ambition to export."
- Confidence to export expertise abroad
- Development of a shared sales language
- Ability to create 3-option proposals
- Winning business at higher margins