Highlights
Deployment of a dedicated external sales team that significantly expanded Shell’s market reach and strengthened relationships with brand-affiliated workshops.
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Client and Sector
Client: Shell Germany
Sector: Energy, Automotive Aftermarket, B2B Sales Support
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Challenge
Shell, one of the world’s leading energy companies, operates 2,000 filling stations in Germany and supplies oils and lubricants to numerous brand-affiliated automotive workshops. To expand its sales activities in this area, Shell needed a flexible and high-performing external sales team. The goal was to support small independent workshops, win new customers, and provide on-site services to large workshop groups – all while ensuring alignment with Shell’s broader sales strategy.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Approach
We established a dedicated, contract-based sales team that worked continuously alongside Shell’s internal teams.
Their responsibilities included customer care (product and marketing support), contract handling, new customer acquisition, and local strategy implementation.
A specialized back office ensured efficient operations by managing travel planning, monitoring budgets, and generating ongoing reporting.
A custom-built client database allowed for real-time transparency and coordination across all stakeholders.
Execution
The team consisted of 10 field sales professionals, fully trained in Shell products and standards.
They operated nationwide, engaging with workshop decision-makers to drive awareness, adoption, and loyalty.
Thanks to the seamless coordination between field and back office, the rollout was both scalable and results-driven.
Results
Deployment of 10 external sales representatives
Clear growth in customer acquisition and workshop engagement
Stronger regional support for brand-affiliated workshop partners
The initiative helped Shell increase its presence and performance in a critical B2B segment – through structured, personalized, and professionally executed field sales activity.
Takeaways
Strategic use of external sales teams can unlock market potential and boost customer loyalty.
Operational excellence in planning, communication, and reporting is key to scalable success.
Custom sales solutions aligned with brand standards can strengthen channel relationships and sales outcomes.
