talk the talk [ Mohawk Sales Training ]

Training for the A+D community

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 and 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 12 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 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.