SALES TRAINING SUCCESS STORY
J.T.M. Food Group Improves Sales Results in a World of Change
See how J.T.M. Food Group followed a structured sales process and increased revenue with sales training from The Brooks Group.
Results at a Glance
Bigger deals
10% increase in average sale amount
Higher win rate
27% increase in conversion rate
Shorter sales cycle
15% decrease in sales cycle length
Overview
Family owned and operated since 1980, J.T.M. Food Group specializes in menu solutions that deliver superior results to the foodservice industry. With a focus on customer service, quality, and innovation, J.T.M. serves thousands of restaurants, schools, military and government organizations, food distributors, and retailers throughout North America.
The Challenge: Create a Consistent Approach to Customer Conversations
The industry is changing. Health-conscious dining and clean-label, minimally processed foods are in demand. This new generation’s school cooks want healthier food, lower fat and salt, and no artificial sweeteners or colors.
“We developed new foods to meet these requests, but we recognized an opportunity to deepen our understanding of customer needs and create a more consistent approach to customer conversations.”
–Jonathan Ford, Senior Director, Education Sales, J.T.M. Food Group
In addition, Ford noted, “The USDA food pyramid has flipped upside down—more protein, fewer grains—but the industry has limited guidance in order to move forward.”
This challenging situation meant J.T.M.’s sales professionals needed training to keep pace in a competitive industry.
“As our business continued to grow, we saw the value of establishing a common sales language and a more structured approach across the team,” said Ford. “We recognized an opportunity to strengthen our discovery process and spend more time understanding each customer’s unique challenges and objectives.”
“One year post-training, IMPACT Selling delivered exceptional value relative to the investment.”
–Jonathan Ford, Senior Director, Education Sales, J.T.M. Food Group
The Brooks Group Delivers a Structured Sales Process
J.T.M. engaged The Brooks Group to deliver our award-winning IMPACT Selling® sales training to improve the consistency of the company’s sales process and consultative selling skills. IMPACT is an acronym for a six-step process: Investigate, Meet, Probe, Apply, Convince, and Tie-It-Up.
The sales team was assessed using the Brooks Talent Index®. This comprehensive evaluation measures and analyzes sales professionals’ ability to sell as well as their interpersonal skills, resilience, and goal orientation.
The Brooks Group’s sales effectiveness experts designed a program based on these findings to meet J.T.M.’s specific training needs and objectives.
After training, the J.T.M. team developed internal tools to track targets using the language of IMPACT Selling and to reinforce skills with BrooksUP™, our sales coaching and reinforcement platform.
“The AI tool was very helpful. BrooksUP allowed people to practice and get feedback on how they were doing.”
–Jonathan Ford, Senior Director, Education Sales, J.T.M. Food Group
Assessments Help Tailor Coaching and Development
Ford leads a cross-generational sales team and found the assessments helpful.
“The assessments provided valuable insights into individual communication and work styles, helping us tailor coaching and development approaches across the sales team,” he said.
IMPACT sales training was especially helpful with less experienced salespeople who need more practice to fully develop their skills.
“With many sales professionals, there can be a tendency to move quickly toward a solution before fully exploring the customer’s needs. When we stay committed to the process, it positions us to create better outcomes for both the customer and our business.”
–Jonathan Ford, Senior Director, Education Sales, J.T.M. Food Group
J.T.M. Closes New Sales and Increases Average Sale Amount
Improving the consistency of our sales process for conducting a consultative sale and speaking a common language has helped J.T.M.’s salespeople uncover customer needs and close new business.
“Adopting a structured consultative sales process contributed to improved sales performance and measurable growth despite challenging market conditions,” said Ford.
J.T.M. Business Impact:
10% Increase in Average Sale Amount
27% Increase in Conversion Rate
15% Decrease in Sales Cycle Length
One year post-training, IMPACT Selling delivered exceptional value relative to the investment. Salespeople reported a 10% increase in average sale amount, 27% increase in conversion rate and a 15% decrease in sales cycle length.
Even more importantly, they saw improved customer satisfaction.
“We have become more intentional about understanding each customer’s needs and partnering with them to identify solutions that create value for everyone involved.”
–Jonathan Ford, Senior Director, Education Sales, J.T.M. Food Group
Learn more about IMPACT Selling consultative sales skills training from The Brooks Group.