The Game Is On!

Unique concept to unlock sales potential

Training method that combines simulation and gamification

The years that we have spent working in the training industry have made us think differently. We started asking ourselves questions such as: How can we provide our clients with motivation and excitement, and therefore educate them to use a systematic process approach in their sales? How should we use a combination of the three main adult learning styles – auditory (listening), visual (seeing), and kinaesthetic (doing) – in practice?

Over a decade ago, we decided to incorporate the three main learning methods into one practical and exciting experience. Thus, the Simulation Game was born.

Combining the application of a game-based learning tool with the three adult learning styles, each individual is provided with an ideal learning environment tailored to their needs. This will motivate everyone to complete their tasks, learn the material, and retain all of the information for future reference. The main benefit of using game-based learning in a non-game context is the ability to customize the learning experience instead of being locked into one traditional pre-set, narrow path.

How do we do this?

Our experts have several years of personal work experience in implementing a solutions-based sales culture within international organizations. During these projects, our experts leverage their deep understanding of customer buying behaviour to design a proven and repeatable sales system for our clients. The main point of this process is to systematise the client’s sales activities and to mould sales management to their business needs. Over the years our experts have amassed experience from organizations in the high technology, ICT, and manufacturing sectors, as well as from their work in process and industrial services.

Does your organization struggle with the following?:


Customers and buyers are more educated than ever when buying your products and services – this leads to profit erosion and difficulties in differentiating yourself from the competition.


The customers’ decision making process is becoming ever more complex due to an increasing number of decision makers – this leads to long sales cycles and difficulties in allocating resources to the most promising opportunities.


A complex organizational structure can lead to a requirement for more efficient communications than ever before for sales and customer-facing teams – the solutions-based sales approach places a focus on teamwork over solo efforts.


Even after massive investment in your company’s CRM system, its adoption rate is not what you had planned – your sales force is still not using the CRM system and tools on a daily basis.

And how can we help you and your organization?


By catalysing your development – simulating real-life cases in collaboration with stakeholders


We provide you with hands-on tools and practical methods – no mumbo jumbo, just real, practical job aids ready to be implemented immediately in your daily work


Continuous development with follow-up – it is important for us that our clients reach their goals, which is why we always provide ongoing support and facilitate our client’s development journey with the help of workshops, training, coaching and status reviews. The process takes time, but client success is our success.


All of our communications are based on real-life cases – we combine a proven methodology with our previous clients’ success stories to create a winning formula


We act as your guide – over the years we have helped small and large organizations to successfully exceed their sales expectations. Our role in working with smaller organizations is providing them with our expertise, whereas larger organizations often mainly benefit from us simplifying their practices and providing them with exceptional hands-on tools.

Our experts have a proven track record of ‘walking the talk’ in sales and sales management tasks, combined with in-depth experience in world-class sales methodologies, such as solution selling, customer centric selling, spin selling, and value selling.

The methods that we apply to boost and strengthen the implementation of our approach:

  • Simulations of real-life scenarios
  • Workshops and collaboration
  • Instructor-led class room discussions and case studies
  • Role playing and situational feedback
  • Personal and team coaching through sales cases

Focus industries for our expertise

High technology, manufacturing, building and construction, oil and gas, and process industries.

The languages we work in: English, Spanish, Swedish, Italian, German, Russian, Finnish.


Examples of clients we have worked with

EMC Software (currently a division of DELL) , Knauf, Metso, Lassila&Tikanoja, ISS Palvelut, Valmet, Fortum, Ruukki, Ensto, Outotec and Uponor.


Client Quotes:

This is the most practical concept that we have ever used. We were able to kill two birds with one stone; train our channel partners for our offering and improve their personal solution sales skills

Frederico Suria

EMC Software, VP Channel Sales

I was impressed how they were always able to find the common ground with each team and coach them with respective and pragmatic style. This approach works particularly well in an industrial company such as ours. I warmly recommend Customer Centric Selling Europe for demanding transformation projects. Our co-operation will continue!

Ari Virtanen

CEO, Ensto

It has been great to witness the positive change that has taken place in our process sales culture within these four years. Over 130 trained sales people later, I can only recommend the systematic approach to sales training. Their approach is practical and the sales aids that they provide are useful in making our sales process management very tangible. This was definitely a very profitable investment!

Timo Torvinen

Vice President, Sales and Marketing, Metso Automation Flow Control

I am very pleased with the results of the program. It clearly helped us plan, implement and manage the whole project.  The key to success was their ability to:

  • Make plans in collaboration with us and manage the entire program,
  • Help us to set clear and measurable objectives,
  • Convince our sales and regional management to commit to the program’s goals,
  • Follow-up with our sales management at every stage,
  • Maintain a high quality in their services during the entire program.
Mikko Tani

Valmet VP Sales EMEA

Meet the team

We have a global network of experts ready to be utilized upon request. Since 2005 our co-founder Petteri Laine has worked with organizations such as HP, ISS Facility Services, Valmet, Pöyry, Metso, Uponor, Ensto, and Fortum throughout the world. He is specialized in the engineering and manufacturing industries and in helping companies define and implement their organizational sales process, focusing on topics all the way from market awareness to customer success.

Prior to starting his own consultancy services company, Laine was employed by ExxonMobil, HP and SAS Institute and held positions such as Sales Manager, Account Manager and Vice President of Sales. He has sold goods and services to a combined value of more than 150 million euros, while consistently delivering high quota achievements and high-level managerial expertise.

Laine has been training and coaching sales workforces since 2003. He started coaching as an internal Solution Selling® coach for SAS Institute.

During 2007-2017 Laine collaborated with CustomerCentric Selling in order to bring more value to his existing and future clients. He is a well-appreciated sales instructor and has consistently helped his clients transform their sales process into a competitive advantage.

Laine believes that sustainable sales growth can only be achieved when it is approached strategically. This means thinking of selling as more of an organizational culture rather than just a function. Laine has also written a book about the importance of the sales process, published in 2008.

Laine obtained his Master’s degree from the Helsinki University of Technology in 1994. He has also worked at an international level in Belgium, Italy, and Germany. He currently resides in Monforte d’Alba, Italy.



+358 50 322 9107



Customer Centric Selling Europe Ltd

The Great House, 1 St. Peter Street
Tiverton, Devon

EX16 6NE, UK