Meet Our Client: VVA
To deliver successful construction projects that improve the built environment, VVA prides itself on acting as an extension of its clients’ organizations. As a national project management and cost management service provider, VVA adds value at every stage of a project and makes sure client spaces are built for success.
From project managers to directors, VVA’s goal is for everyone to offer specialized expertise to customers, along with the resources needed to lead projects from start to finish whether they involve corporate interiors, education spaces, or performing arts venues. As the organization grew, VVA wanted a consistent way to strengthen outcome-based selling while building stronger sales communication skills across the team.
Challenge: Leaving Reactive Sales Behind
VVA wanted to help its employees accomplish two things: become better listeners and shift from reactive to proactive planning. Proactive sales professionals stay engaged with customers, ask the right questions at the right times, provide helpful resources, and make personalized recommendations based on goals and KPIs. That shift requires stronger sales communication skills and a repeatable customer-focused selling approach that supports consistency from the first conversation through the final recommendation.
It was also important to find training that could be rolled out in a cost efficient and time efficient manner. “Everyone here is busy,” says VVA Managing Director Chris Petryshin, who runs the company’s regional offices. “They manage their projects, and we manage their capacity. Training is an important part of a person’s growth and development, but we needed it to be done quickly and effectively.”
Discovery: A Practical Path to Outcome-Based Selling
VVA’s relationship with revenueify began with Petryshin applying tactics and strategies from coaching in his own conversations. When he saw the impact, he made the business case to expand the training firm-wide so more people could listen better, plan proactively, and execute outcome-based selling with confidence.
“As a mom and pop company that has now grown to 100 people, making sure everyone has the professional development they need gets harder. Who are we looking to develop? How do we get coaching for those people? What do they need next? We’ve been using revenueify’s services a lot more as our company expands,” explains Petryshin. “I get to pick and choose what we need based on what I see in my one on ones with employees, as well as with my own personal development.”
Solution: Sales Development for a Growing Team
VVA relies on revenueify’s sales coaching and time and priority management training to help employees overcome obstacles, stay focused, and improve how they communicate value. When someone new takes on a sales role without extensive selling experience, revenueify steps in with targeted coaching and practical tools so the employee can build momentum quickly.
To reinforce everyday execution, VVA also leverages communication skills training that helps employees slow down, ask better questions, and create clearer conversations. This foundation supports outcome-based selling because sellers can connect recommendations to what the customer is trying to achieve, not just what the customer is asking for.
“They sit with my people and use their leadership, mentorship, and real world business examples to win our people over,” Petryshin explains. “And we always know how things are going with training because there’s an ongoing dialogue.”
Building Consistency With DiSC Sales and Outcome-Based Selling
VVA has also found value in using Everything DiSC sales tools, including DiSC Sales Profiles, to help salespeople better understand themselves, their customers, and their relationships. When new employees join the company, one of the first things they do is complete a DiSC profile so they can recognize communication preferences and adapt more effectively in customer conversations.
In practice, disc sales training helps VVA employees adjust pace, detail level, and tone to match the customer in front of them. That improves trust, reduces friction, and supports stronger sales communication skills when stakes are high and conversations involve multiple stakeholders.
Based on the employee’s role, typically senior manager or higher, Petryshin also makes sure they know how to apply a simple Customer Focused selling® interview process taught by revenueify called FIND. FIND helps employees ask the right questions in four critical areas so they can uncover what matters most and translate needs into outcomes.
- Use structured discovery so conversations stay focused on goals, constraints, and decision drivers
- Listen for outcomes so recommendations connect to the customer’s KPIs and priorities
- Align solutions to value so the customer can clearly see business impact and next steps
- Adapt communication style using disc sales insights so each conversation matches the customer’s preferences
“revenueify acts as an extension of my HR organization, and as my training development engine,” Petryshin describes. “We use them very strategically as a consultant whenever we have a sales training need. I’m even able to take new employees through some of the onboarding and training on my own based on what revenueify has provided us over the years.”
What Changed: Better Listening That Leads to Outcome Based Selling
Even seasoned sales professionals learn something new from the training, including Petryshin himself. He remembers his first session with revenueify. After completing the DiSC profile and discussing time and priority management, the coach asked him to start selling something.
“I immediately started talking instead of asking questions,” he says. “That night, I went home and was angry because I didn’t do well. But I knew I needed to take the ego and emotion out of the equation. Once I did that, I learned to be a better listener not only at work, but also with my family. It’s personal and professional for me. It makes you a better person, and you build more meaningful relationships once you learn to listen carefully to folks and hear them out.”
This shift became the standard VVA wanted across the team: stronger sales communication skills, more consistent discovery, and a customer focused selling approach that naturally guides recommendations toward outcome based selling.
Results: Higher Emotional Intelligence Leads to Higher Sales
After seeing the impact of revenueify’s sales training and development, VVA widely adopted DiSC profiles and the FIND method in selling and business development. Petryshin has watched the emotional intelligence of VVA improve as employees learn how to better relate to people externally and to each other. Because teams work better together, employees are also able to sell more enterprise services.
“The tangible results are about winning work,” he explains. “The intangible results are about building enterprise accounts across our regional offices.” Employees use the tactics they learn anywhere, from one-on-one conversations to the boardroom and at events.
In time, Petryshin plans to tie revenueify’s sales training to performance reviews to help motivate employees to reach their goals and sustain the behaviors that drive results.
“This training from revenueify is a key part of our success. Listen, and you will win work. You’ll win meetings. You’ll win the day. When someone from VVA walks in, we want people to think, ‘Wow! That person really thinks differently.’ Does the client want to have a long conversation? Do they ask lots of questions? Are they slow and quiet? Whatever they prefer, we’ll know how to handle it.”
If you want to build similar capability in your team, explore sales communication skills training, reinforce everyday habits with communication skills training, and strengthen adaptability with DiSC sales profiles and coaching.
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