Brief: Building Confidence and Structure in a New Sales Team
Dinton Pastures, a 350-acre country park in Berkshire managed by Wokingham Borough Council, is a unique and picturesque events venue offering lakes, woodland, outdoor activities, and flexible meeting spaces. As part of a new council initiative, a dedicated sales and events team was formed to drive bookings and raise the venue’s commercial profile.
With only six months of team development, there was a clear need for support around sales strategy and client engagement. Specifically, the team needed to re-engage lapsed clients, adopt a structured approach to outreach, and become more confident using LinkedIn for lead generation and visibility.
We were brought in to provide targeted LinkedIn training alongside support on developing proactive sales habits. The aim was to help the team build skills, boost confidence, and generate measurable results through social selling.
Solution: Solution: Practical LinkedIn Training and Proactive Sales Coaching
We designed two bespoke training sessions for the Dinton Pastures team, delivered virtually and in person:
1. LinkedIn Training for Visibility and Engagement
Our LinkedIn training was tailored to help the team understand how to:
- Optimise their LinkedIn profiles to attract and engage potential clients.
- Leverage LinkedIn algorithms for maximum reach and visibility.
- Create content that resonates with their audience and encourages interaction.
- Use LinkedIn to connect with leads and develop lasting professional relationships.
Although the team had dabbled with LinkedIn before, the session brought new insights that changed their understanding of the platform. From post timing to engagement metrics, the training offered practical, real-world guidance that could be implemented immediately.
“I’ve done plenty of sales training before, but there were real nuggets in this LinkedIn training I’d never come across. Understanding how engagement works and how to get noticed on LinkedIn was invaluable.”
Gemma Wilford, Sales & Events Manager, Wokingham Borough Council
2. Proactivity in a Reactive Role
This session focused on demystifying proactive sales, helping the team:
- Reframe proactivity as relationship-building rather than ‘hard selling’.
- Implement structured outreach plans and warm lead follow-ups.
- Strengthen account management and client retention.Together, these sessions laid the foundation for a more confident, strategic, and visible sales approach.
Results: LinkedIn Training That Delivered Real Business Impact
The results from the LinkedIn training were both immediate and impressive.
Confirmed Bookings via LinkedIn
Within just three weeks of the session, Gemma had connected with a prospect on LinkedIn who went on to confirm a year’s worth of bookings at Dinton Pastures.
“That was our first LinkedIn win – proof that the training worked. It gave the team confidence and showed that this platform really can deliver results.”
Improved Structure and Team Focus
The team introduced a more structured workflow around outreach and follow-up, using hooks and tailored messaging to re-engage previous clients and attract new ones.
Boost in Confidence and Morale
Understanding that proactivity doesn’t mean pressure helped the team embrace their roles more confidently. The training also made the team feel invested in and valued, improving morale across the board. “Team motivation has gone up. It’s so important to feel invested in, and the training really helped us feel like we’re moving forward together.”
Feedback: Tailored, Personable LinkedIn Training That Works
Gemma praised our personalised approach to training, noting that it was relevant and adapted to the unique nature of Dinton Pastures as a venue – rather than relying on generic hotel sales strategies.
“You really took time to understand our venue. This wasn’t a cookie-cutter session; it was proper LinkedIn training that actually applied to our work.”
She also confirmed she would highly recommend Selling Savvy to others in similar roles.
“100% would recommend. In fact, I already have. The training is personal, relevant, and it genuinely works.”
Conclusion: LinkedIn Training That Builds Confidence and Delivers Results
Our partnership with Wokingham Borough Council and Dinton Pastures demonstrates the tangible value of LinkedIn training in the events and hospitality sector.
Through tailored, actionable workshops, the team gained the tools they needed to improve visibility, reconnect with clients, and secure real business. From securing bookings to boosting team morale, the results speak for themselves.
As the team continues to grow, we look forward to delivering more sessions and supporting Dinton Pastures on their sales journey.
