In a rapidly changing industrial refrigeration market, where competition is intensifying and purchasing behaviour is evolving, Mercuri International supported the teams at CCR France PROFROID with training dedicated to sales prospecting.
Led by Pierre-Yves Lucas and Kawthar Elhamdaoui, this immersive experience enabled the teams to strengthen their impact from the very first customer contacts and transform prospecting into a real performance lever.
The challenge
A strategic context: modernising prospecting in a changing environment. CCR France PROFROID is the French subsidiary of the CCR Group, formerly Carrier Commercial Refrigeration, which was acquired by the HAIER Group in October 2024.
With around 50 employees based in Aubagne and Paris, the subsidiary markets refrigeration solutions under the Profroid brand and refrigerated display cases under the Carrier Commercial Refrigeration brand.
Managing Director Gaël Grenat identifies two major challenges:
- The time allocated to prospecting and adapting to new customer behaviours
- At the same time, buyers today are better informed, more sought-after, and more difficult to meet
Why Mercuri International?
A recognised, practice-oriented approach. Mercuri was the natural choice. Already a partner in previous training programmes, CCR France PROFROID had been impressed by the quality of the facilitation, the relevance of the content, and its practical application.
‘I heard about Mercuri through word of mouth, then called on your services again after receiving excellent feedback from participants,’
The quality of the consultants and their ability to adapt to our issues were decisive factors, explains Gaël Grenat.
This renewed confidence led management to integrate the training into its 2025 business development plan, with a clear objective: to structure the prospecting process and make it more fluid and motivating for the teams.
“Our sales teams are at the heart of customer relations, but sometimes struggle to find the time to prospect.
Gaël Grenat, Managing Director at CCR
To continue to grow, we need to develop our customer portfolio and conquer new markets.”
The solution
A fully interactive and tailor-made training programme. Based on a clear brief outlining the objectives and challenges facing CCR France PROFROID, Mercuri International designed a balanced programme:
- 20% theory: laying foundations for structured prospecting
- 30% peer-to-peer exchanges: promoting mutual support and experience sharing
- 50% real-life practice: with live cold calls
Participants prepared their scripts, identified their contacts, tailored their messages, and contacted real prospects. This pragmatic format allowed everyone to try out the techniques in a safe environment, while benefiting from immediate feedback from the consultants.
The consultants also incorporated modern tools (AI, Lusha, LinkedIn) to illustrate how prospecting now fits into a broader digital ecosystem.
“The strength of this training course lies in its practical approach. Participants made live calls, secured real appointments and, above all, gained confidence.”
emphasizes Gaël Grenat
Visible results from the very first days
The effects were felt from day two onwards. Within a day, the teams secured over 30 appointments, including several with prospects who had previously been unreachable. Employees, who were sometimes hesitant at first, quickly gained confidence and assurance. For many, prospecting has become a stimulating challenge, one that is synonymous with progress and collective success.
The training also strengthened team cohesion. Sales representatives now share their tips, compare their scripts, and exchange best practices. Using LinkedIn and targeting tools has become second nature, as has preparing a powerful pitch tailored to each contact.
A sustainable approach to embedding learning
CCR France PROFROID intends to extend the benefits of the training over the long term. Quarterly coaching sessions will consolidate what has been learned, while internal challenges around appointment scheduling will boost motivation.
The teams are already continuing to use the scripts and tools developed during the training, proving that the lessons learned have been firmly embedded in sales practices. The stated objective is to make prospecting a collective reflex, integrated into the corporate culture and supported by management.
By embedding these reflexes over the long term, CCR France PROFROID is equipping itself with a solid lever for growth for 2025 and beyond.
“We want prospecting to become a natural, structured, and motivating practice for all our employees.”
says Gaël Grenat
A partnership based on trust and performance
This project illustrates Mercuri International’s ability to design tailor-made, pragmatic, and results-oriented training courses.
For CCR France PROFROID, this collaboration marks an important step in structuring its commercial approach and strengthening its teams.
The CEO emphasises the importance of challenging teams with practices that may sometimes be uncomfortable to stimulate growth and gain commercial maturity.
PROFROID is a leading European manufacturer of at high-efficiency and sustainable refrigeration, heating and cooling systems.
With more than 60 years of experience, PROFROID is a European leader in the manufacture of industrial and commercial refrigeration equipment with low GWP refrigerant. We are present in more than 50 countries around the world.
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