How Midwich Scaled Sales Coaching and Empowered New Reps with Solidroad
Midwich is a leading distributor of audio-visual and document technology, connecting the world’s top tech brands with businesses across sectors to power better communication and collaboration.
simulations completed
structured training delivered
Average performance score
Industry
Midwich PLC
Customer
Mark Helliwell, Sales Enablement Manager
User since
Jul 2025
Midwich is a leading distributor of audio-visual and document technology, connecting the world’s top tech brands with businesses across sectors to power better communication and collaboration.
Midwich struggled to deliver consistent, scalable sales coaching after traditional phone training methods broke down. Without structured simulations, new reps lacked confidence, and managers couldn’t reliably assess or upskill their teams. By adopting Solidroad’s AI-powered simulations, Midwich introduced repeatable, trackable sales training for both new hires and experienced reps, building confidence, speeding up onboarding, and creating a measurable path to better sales performance.
The challenge
Midwich’s Sales Team Had No Way to Measure Confidence or Capability
Midwich faced a significant gap in its sales enablement strategy: there was no structured phone coaching or sales training in place.
Since 2019, the company had not conducted any phone coaching, following the discontinuation of shared headsets and manual call monitoring.
Prior to that, coaching occurred in 1-to-1 sessions, which were effective but inconsistent and unscalable.
As a result, the enablement team struggled to assess confidence or capability across sales reps, particularly when it came to presenting products and services proactively.
We couldn’t determine the confidence or capability of the sales reps to present products and services proactively.
Mark Helliwell
Sales Enablement Manager
WHY SOLIDROAD?
Why Midwich Chose Solidroad for Sales Coaching
Midwich selected Solidroad for its:
✅ Ease of use – Quickly adopted by both reps and managers
✅ AI-powered simulation engine – Bringing advanced training capabilities into the business for the first time
✅ Cost-effectiveness – A powerful coaching tool that didn’t break the budget
✅ Structured training environment – Ability to create and deploy pre-set scenarios for new hires and product launches
SOLUTION
The Solution: Simulations and Real-Time Coaching
Midwich uses Solidroad to train new sales reps and prepare teams for new product or service presentations:
Pre-set simulation scenarios help new hires build skills from day one.
Reps can practice product pitches and objection handling in a risk-free environment.
Managers use performance data and scores to track progress and provide coaching.
This has enabled the enablement team to deliver consistent and repeatable training across the sales organization.
Solidroad made it easy to introduce AI into our business with a cost-effective and user-friendly application.
Mark Helliwell
Sales Enablement Manager
RESULT
Results Achieved:
After just four months of using Solidroad, Midwich has seen clear impact:
📈 264 simulations completed
⏳ 20 hours of structured training delivered
📊 Average performance score of 57/100 – offering a baseline to improve against
🎯 Reps who lacked experience are now making live calls at the same rate as tenured reps
CONCLUSION
Now a Core Coaching Tool for Midwich’s Sales Team
Solidroad has become a core coaching tool for Midwich, enabling sales leaders to empower and upskill reps efficiently and effectively.
✅ Confidence-building through realistic practice
✅ Scalable onboarding and product training
✅ Actionable insights to guide coaching and improvement
Reps with low confidence or lack of sales experience have quickly built confidence and been empowered to do live calls.
Mark Helliwell
Sales Enablement Manager
© 2025 Solidroad Inc. All Rights Reserved