Atracsys: from technical excellence to commercial consistency

The need for a shared commercial language

Atracsys, an optical tracking camera manufacturer operating in the specialised MedTech market, was transitioning from a historically R&D‑driven organisation to a stronger commercial focus.

The sales team lacked a unified sales framework, leading to inconsistent approaches to qualification, discovery, and opportunity progression. Individual judgement varied widely, making it difficult to replicate effective behaviours or apply consistent decision-making across opportunities.

"With long sales cycles, limited opportunities, and highly price‑sensitive customers, we have to qualify carefully and make the most of every conversation – SPIN will help us to do that."

Luis Salcedo-Kosma, Global Business Development Director, Atracsys

With long sales cycles, few available leads, and highly technical, price‑sensitive customers, pursuing poorly qualified opportunities carried a significant cost. At the same time, engineers and technical specialists were deeply involved in customer interactions but lacked a shared commercial language or formal sales training—limiting alignment across the sales cycle.

Creating a consultative sales approach

Atracsys evaluated different sales methodologies to support its transition to a more consultative, commercially focused approach. Their customers were technical specialists in robotics and computer-assisted surgery—experts who were difficult to “challenge” in the traditional sense.

SPIN Selling was selected as the core framework due to its research foundation and emphasis on structured questioning, uncovering needs, and exploring the impact of inaction.

"Before we as trainers start a programme together with our clients in the classroom, We do lots of investigations around the people that we are going to be working with, the roles they have, the challenges that they have, and also the company that they work for. What is their value proposition? What are their differentiators? What are the challenges in the marketplace?"

Marco Weijers, Regional Director, Huthwaite International.

SPIN was introduced across both commercial and technical roles, creating a shared language and consistent approach to customer conversations. The programme focused on practical application, enabling teams to align around how opportunities were qualified, developed, and progressed—without compromising technical credibility.

Customer‑focused value conversations

SPIN provided Atracsys with a common framework that brought greater clarity and consistency to its sales process. Teams became more effective at qualifying opportunities and understanding customer position in the buying cycle.

"What I expect from this shared SPIN approach is that commercial and technical teams think in the same way, enabling smoother handovers and helping us make the most of every opportunity."

Juergen Nottebohm, Managing Director, Atracsys

Technical staff developed greater commercial awareness, enabling smoother handovers and more informed customer conversations across roles.

Overall, Atracsys strengthened its ability to translate complex technical discussions into customer‑focused value conversations—building a more aligned, commercially effective organisation while maintaining technical excellence.

"As engineers, we’re often involved in explaining solutions to customers. Becoming more commercially aware helps us understand what happens before and after those conversations, so we can focus on the product features and advantage statements that really move the sale forward. The SPIN training has opened my eyes to how the technical team can actively support sales progress."

Mehdi Laaboudi, Senior Engineering & Research Manager, Atracsys