Sales Team of the year - Winner: Hedges Direct

Hedges Direct is an e-commerce business based in Lancashire that has experienced huge growth in its 11 years of trading, going from a laptop and a shed to being one of the market leaders with more than 40 staff.

Sales Team of the year - Winner: Hedges Direct
Sales Team of the year - Winner: Hedges Direct

None of this growth would have been possible without the excellent sales techniques that continue to drive the business forward today.

The sales team contributes about 50 per cent of the company's overall income via telephone orders, an increase of 30 per cent, thanks to a dedicated team with outstanding product knowledge.

There is a focus on selling add-ons within the team because they know that planting essentials and correct planting techniques will increase the likelihood that the plants will flourish and satisfy the customers, as well as reducing the need for future communications or refunds and making sure that dead plants can be avoided.

While Hedges Direct takes about a third of its transactions over the telephone, these account for about half of the overall revenue thanks to a significantly higher average order value.

There is a new team dedicated to the care and service of existing customers and another team that advises new customers on what plants will best suit their needs, ensuring that the ordering process is a simple one. This has resulted in more than 2,000 more sales taken over the telephone by the sales team than in the previous year.

The Hedges Direct sales team is now the highest traffic source of transactions in the business - more than search, paid advertising or direct traffic.


Briers leads the market with more than 100 gloves covering everything from workhorse rigger gloves to the luxury of its golden leather range. It designs and manufactures beautiful products that are sold throughout the country and abroad. This is testament to the Briers vision to make better gloves that started more than 15 years ago and has blossomed into so much more.


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