Inside Hilti’s “WIN” Training: How We Support Account Managers from Day One
Written by the Hilti GB / Northern Europe employer brand team – sharing real stories and insights into life, culture and careers at Hilti.
What does it take to step into a sales role when the industry, the products and often the job itself are completely new?
At Hilti, we know that success in sales doesn’t start with prior experience in construction or years of selling behind you. It starts with the right foundations – confidence, clarity, and knowing where to turn for support. That belief sits at the heart of WIN, Hilti’s onboarding programme for Account Managers – our salespeople.
To understand how WIN works in practice, why it matters so much in Hilti, and how it has evolved over time, we spoke with Steve Roberts, our Head of Learning & Development in the Northern Europe region, who has seen many cohorts walk through the doors.
What is WIN?
In simple terms, WIN is the onboarding journey for new Account Managers at Hilti.
It’s designed to guide people through their first months in role, combining digital learning with hands‑on training at Hilti’s Manchester Training Centre. But more than that, WIN sets expectations – not just about what new starters need to learn, but how learning happens at Hilti.
WIN basically stands for: What I need. When I need it. Where I need it. With whom I need it.
Rather than trying to cover everything upfront, the programme focuses on timing and relevance. New starters learn the essentials but are also shown where to find information and who they can rely on as they continue to grow.
“The goal isn’t to teach everything at once,” Steve explains. “It’s to set people up so they feel confident continuing to learn once they’re in role.”
Why WIN matters
One of the biggest misconceptions about Hilti sales roles is that they require a background in construction or professional selling. In reality, many new Account Managers join from completely different industries, and for some, this is their first ever job.
That diversity is intentional.
We hire people for who they are – their mindset, values and character. Skills and industry knowledge can be built.
WIN is designed with that in mind. It removes assumptions and creates a shared starting point, bringing people from different backgrounds onto the same page without pressure or comparison.
For many new starters, this is critical. The early weeks in sales can come with uncertainty – learning systems, understanding products, meeting customers and building confidence all at once. WIN slows that journey down, allowing people to focus on learning before being expected to perform.
How the programme works
WIN runs across four training weeks, typically spread over two to three months. That structure has been refined over time.
Earlier versions of training compressed learning into consecutive weeks, but experience showed this wasn’t how people learned best. Spacing the programme allows participants to spend time in the role between sessions – trying things out, gaining early experience, and returning with questions and real examples.
“Training prepares you for your first experience,” Steve explains. “But it only truly makes sense once you’ve had it.”
Each week builds on the last. Topics are revisited and expanded rather than replaced, helping new starters anchor learning in real situations rather than theory alone.
How WIN has evolved
WIN today looks very different from earlier training programmes.
Where training once focused more on memorising products and data, it has evolved into a much more practical, problem‑solving‑led experience. Participants work through realistic scenarios, practise customer conversations, and learn how to use the tools and resources they’ll rely on daily.
“It’s much more about understanding than recall,” Steve says. “We want people to know how to think in the role, not just remember information.”
This shift reflects the wider evolution of Hilti – with digital tools and information readily available, the emphasis is now on application, judgement and confidence.
Training across cultures and countries
As a regional hub, WIN training in Manchester brings together Account Managers from across Hilti’s Northern Europe region – Finland, Sweden, Denmark, Ireland and UK. Participants arrive from different countries, cultures and language backgrounds – something the programme actively embraces.
Training is delivered in English, but local resources are used throughout. New starters are encouraged to read, research and prepare using their local market materials, while trainers adjust pace and delivery to ensure everyone feels supported.
“The speed of the programme isn’t dictated by us,” Steve explains. “It’s dictated by the people in the room.”
This diversity also creates strong early connections. For many participants, the WIN cohort becomes their first internal network – colleagues they continue to lean on long after onboarding finishes.
Beyond sales skills
While WIN provides the foundations in sales skills, systems and processes, it also focuses on the broader aspects of succeeding at Hilti.
New Account Managers are encouraged to start building their internal network early – connecting with engineers, solution consultants and colleagues across the business. They’re also given time to bond with the company before taking on full customer responsibility.
No one should feel alone in sales. WIN helps people understand that there’s a lot of support around them.
Mindset plays a big role here too. For those coming from more transactional sales environments, WIN introduces Hilti’s long‑term, relationship‑driven approach – focusing on trust, partnership and professionalism.
Creating a safe environment to learn
Asked about the moments that confirm WIN is working, Steve doesn’t point to a single exercise or milestone.
Instead, he talks about patterns – the shift in confidence over time, the point where people feel comfortable asking questions, and the willingness to try something new without fear of getting it wrong.
WIN is designed to be a safe environment. Mistakes are expected. Questions are encouraged. Learning happens through doing.
“When people feel safe,” Steve explains, “they’re much more willing to step outside their comfort zone. That’s where development really happens.”
Improving through feedback
WIN continues to evolve through constant feedback – from participants, stakeholders and the wider business. Feedback is reviewed for themes rather than individual moments, helping the training team refine and adapt the programme.
Some changes happen immediately. Others shape future training cycles. While the core structure remains aligned globally, delivery is always adjusted based on group dynamics and learning needs.
Looking ahead
As tools, technologies and customer expectations continue to change, WIN will keep evolving alongside the role.
The challenge remains the same: delivering the right learning at the right time – without overwhelming new starters or leaving gaps in early support.
“The balance is always key,” Steve reflects. “Not too much, not too little – but what people genuinely need at that stage of their journey.”
One word to describe WIN
When asked to describe WIN in a single word, Steve answers without hesitation:
The future.
Because at Hilti, the future of the business starts with how people are supported from their very first day.
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