DFDS Seaways is a large, successful Danish shipping company operating passenger and freight services across Northern Europe with a customer sales operation centred in both Copenhagen and Oslo

Situation brief

The Norwegian business approached STAR at the beginning of 2013 in search of a leading edge learning programme for their Oslo-based Key Account Managers

Task given to STAR

Create a purpose built Customer Management methodology and train this to the sales team in order to generate stronger results quickly and sustainably

Action taken

1. We designed a 5-step process to ensure that all customer interactions are insight-based (V.I.N.N.E)
2. We launched the new process in May, 2013
3. We introduced a set of sales competencies in August
4. We set stretching sales targets for the big corporate customers


The sales return from the biggest corporate customers have increased significantly already. ‘We are very pleased to see new behaviours adopted so quickly and I can see the positive results already. The biggest change I have seen is greater planning and from this a more customer thought-through sell’ – Jan Frimann, Head of Sales

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