case study 02

 

 

 

• constraint: no specification access + missing calculation mechanism
• intervention: conference strategy + targeted engineering conversations + follow-up sequence
• result: market opened + €300k+ product sales

 

 

 

 

context

a multinational supplier of wind turbine components sold into the UK and Ireland, but the Irish market remained blocked.

my role

I was a sales engineer responsible for developing the territory and creating entry into Ireland.

timeframe

within months of attending the Dublin conference.

the constraint

we did not have access to the calculation mechanism engineers used to specify our products, which kept us outside the specification chain.

the coherence move

I closed the gap between technical reality and commercial approach by recovering the missing calculation pathway through engineer-to-engineer access.

result

the team secured meetings with Irish engineering firms, broke into specification conversations, completed site visits, and generated €300k+ in sales.

 

situation

the territory included Ireland, but the company had not established a workable route into Irish projects.

  

objective

create a credible entry path into Ireland and convert it into real specification meetings and revenue.

 

discovery: the constraint beneath the constraint

the real block was not awareness or interest. it was technical trust. without the calculations and the engineering logic behind specification, the product stayed “outside the system”, regardless of sales effort.

 

the coherence move

I used the right entry point (engineering relationships) to recover the missing mechanism, then built a clean sequence from access - meetings - specification - sales.

 

the intervention

I planned our presence at a targeted wind turbine conference in Dublin, positioned the stall for visibility, and prioritised direct technical conversations across the room to locate specification gatekeepers.

 

Implementation

step 1 - choose the right entry environment

I selected a conference where engineers, manufacturers, and decision-makers were already gathered around live projects.

step 2 - build access through engineering language

I networked as an engineer, not as a vendor, and focused on understanding how Irish firms were making specification decisions.

step 3 - recover the calculation mechanism

through a technical conversation, I obtained the calculations my team had previously been unable to access.

step 4 - translate access into meetings

I used the new clarity to set up meetings with multiple engineering firms across Ireland who could specify our products in their wind farm calculations.

step 5: convert meetings into market movement

the meetings led to specification progress, site visits, and product being sold into Ireland.

 

Results

within months of the conference, the market shifted from blocked to active, with multiple meetings established, site visits completed, and €300k+ in sales generated through specification-led access.

 

what this demonstrates

it shows how I identify the true constraint, recover the missing mechanism, and turn a vague growth goal into a clear execution sequence that creates movement.

 

work with me

if your organisation is stuck in complexity - growth, priorities, structure, execution - I can help you find the root constraint and restore clear movement.