Established in 1990, Basi Gas are plumbing and heating installation engineers. They install well in excess of 500 boilers per year for Local Authorities, Housing Associations, Housebuilders and private homeowners.

The owners wanted to document rules for staff, improve their sales and marketing and focus on more profitable customers.


  • Conversion rates increased from 45% to 80%
  • Average order value increased by 20%
  • New marketing initiatives created a 600% return on investment
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What We Did

  • Created a clearly defined step-by-step Sales Process with key stages
  • Defined the critical activity that needs to happen at each stage
  • Produced a training manual covering each stage
  • Trained all staff on the Sales Process

  • Designed and published “Why Choose Basi Gas”
  • Introduced structured email marketing campaigns
  • Developed an advertising strategy to target new geographical areas
  • Created a systematic referral scheme

  • Created a Vision, Mission and Culture Statement – ‘The Basi Gas Way’
  • Wrote ‘Rules of the Game’ covering basic daily behavior
  • Introduced structured meeting policy

“We have increased our conversion rate dramatically and also our average order value without employing any extra staff which means this has directly impacted our bottom line. We are now a more professional operation and this has also led to an increase in client satisfaction.”

– Jas Basi, Director at Basi Gas

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