SALES TRAINING SUCCESS STORY
Ewing Outdoor Supply Builds Strong Customer Relationships
See how Ewing Outdoor Supply built strong customer relationships and increased sales success with sales training from The Brooks Group.
Results At a Glance
100+ trained
100+ account managers aligned around one consistent consultative sales process.
Double-digit increases
Double-digit increases in the average sale amount and conversion rate
Shorter sales cycle
Reduction in overall sales cycle length
Overview
Ewing Outdoor Supply is the largest family-owned distributor of landscape and irrigation products in the country. Founded in 1922, Ewing supplies contractors with water efficient and sustainable irrigation solutions, landscape and turf products, agronomics, hardscapes, landscape lighting, erosion control, and more.
Ewing operates in an aggressive market in which the competition sells many of the same products and offers similar value-added services. It’s an industry built on strong relationships and customer service.
The Challenge: Building Trusted Advisor Relationships in a Competitive Market
Ewing’s 100+ account managers—composed of sellers from all backgrounds and levels of experience—must develop long-term relationships and differentiate themselves from other suppliers. Consultative selling skills are essential to build these trusted advisor relationships.
The company knew that investing in their sales team’s development was important for their long-term success and sought a new partner to deliver foundational selling skills and a consistent sales process for a multi-generational team.
“We have 24-year-olds, fresh out of school and new to the industry, and 30-year veterans who’ve been doing this for their whole careers. We’ve always invested in training and development for our teams and were looking for a training partner who was willing to work with us to tailor the training to our business.”
–Jackson Kintzinger, Director of Sales and Marketing, Ewing Outdoor Supply
The Brooks Group Designs Training to Fit Ewing’s Business
Ewing engaged The Brooks Group to equip its account management team with a consistent sales process and consultative selling skills. Training began with the award-winning IMPACT Selling® followed by Strategic Account Management and prospecting training.
Ewing’s sellers were assessed using the Brooks Talent Index®. This comprehensive evaluation measures and analyzes sales professionals’ ability to sell as well as their interpersonal skills, communication style, acumen, and goal orientation.
The Brooks Group’s sales effectiveness experts designed a program based on these findings to meet Ewing’s specific sales training needs and objectives.
“The Brooks Group has been a great fit for us. We’re a little different than some others. They tailored the content to weave in the nuance of our industry and our business. They applied sales concepts and fundamental teachings to our industry. That’s why the training’s been successful with our team.”
–Jackson Kintzinger, Director of Sales and Marketing, Ewing Outdoor Supply
The Brooks Group Improves Selling Skills Across the Team
The training gave everyone on the team a common sales process and consistent consultative selling skills that are essential to building long-term relationships.
“We do a lot of promoting from within, so often our account managers are new to a sales role but aren’t new to our business. Some of the newer folks came from non-sales roles. They need basic sales training. IMPACT is great for those folks,” said Jackson.
He added, “Strategic account management helped folks who have been in the role for a bit and aren’t necessarily new to sales. It provided a better structure and framework around their jobs and what they can do to focus on growing the business.”
“The Brooks Group has done a great job of working with us to customize material and tailor it to make it most effective for our teams. I think that’s why it’s been such a great partnership.”
–Jackson Kintzinger, Director of Sales and Marketing, Ewing Outdoor Supply
Ewing Continues to See Strong Results Following Training Investment
One year after receiving IMPACT training, the company realized a substantial return on its investment. Account managers reported meaningful increases in closed business and notable revenue growth per salesperson.
Ewing also achieved:
Double-digit increase in average sale amount
Double digit improvement in conversion rate
Reduction in overall sales cycle length
“Overall, our sales team continues to deliver strong results within our business and across the industry. We continue to invest in our people and strive for them to be better. Training through The Brooks Group is an important aspect of that.”
–Jackson Kintzinger, Director of Sales and Marketing, Ewing Outdoor Supply
Learn more about IMPACT Selling consultative sales skills training from The Brooks Group.