Mohawk Sales Training Strategy + Sales Training
• Value Proposition Development
• Powerpoint developed for train-the-trainer implementation
• Market Analysis
• Customer Behavior Profile
• Intercept Interviews and Online Survey:
• Conducted 17 interviews, 15-20 minutes each
• Formulated interview and survey questions
• Management of participant incentives
• Administration of interview scheduling, facilitation and transcripting
• Findings analysis and interpretation
• Report of conclusions and recommendations
• Survey invitation and execution
• Creation of training content based on interview feedback
CLIENT
Mohawk Industries, Residential Floorcovering Brands
SITUATION
With new single family home construction diminishing, Mohawk Industries decided to focus its sales efforts beyond the residential builder/contractor to capitalize on current market opportunities. Mohawk expanded its target audience to include architects, designers, developers, and facility managers/owners to increase market share in multi-family residential, mixed-use development and commercial building applications. Accustomed to selling to builders and contractors, Mohawk’s reps were immediately challenged by the complexity and difference of the A+D Community, quickly realizing their usual residential sales approach would not work. To help their sales force better understand and sell to their expanded customer base, Mohawk sought out Function: for our in-depth knowledge of, and expertise with, the trade audience.
RESULTS
Function: executed a phased research and sales training program based on the clients’ short and long term goals and sales strategy. Structured content branded the sales message, creating a consistent and successful customer experience. Within twelve months of implementation, year-over-year sales increased by 25% and their sales force had become reportedly comfortable in their interactions with the A+D Community. Project scope/deliverables included:
• Market Analysis – micro-segment the clients target audiences to help sales people identify the proper entry point, based on firm type, size and specialization.
• Customer Behavior Profile – online surveys and video interviews with architects and designers to develop value propositions per target audience, identify vertical market opportunities and create a level of comfort for reps dealing with the A+D Community.
• Sales Training – creation of sales program based on research findings and existing in depth knowledge. Featured interactive presentation materials and workbooks with content and instruction for conducting sales calls and lunch & learns, facilitator training guide, and sales tools per target audience.
