Sales Transformation Case Study: National Wholesaler & Manufacturer

Overview

A national wholesaler and manufacturer engaged Lagrou Partners to help accelerate their sales growth across multiple Australian regions. While the southern region was already achieving 18.96% year-on-year growth, the company aimed to double its growth rate in each state.

Despite internal project delays, the initiative has led to a remarkable 40.6% growth in sales year-to-date for FY25.

The Approach

Phase 1: Laying the Foundation

(January 2024)

• Team Assessment: We conducted DISC profile assessments across the entire sales and operations team to identify communication and selling styles.

• Market Research: Through an extensive road trip and focused interviews, we uncovered the three top product benefits most valued by customers.

• Sales Tools Creation: These insights were translated into compelling marketing and sales messages, along with new tools designed to help the sales team convert more installers and end-users.

Initial Roll-Out: End-User Focus (First 5 Months)

• Developed a company-specific sales methodology.

• Drafted a new marketing brochure designed to appeal to all four consumer styles — covering 100% of the market (up from 30%).

• Introduced a Wildly Important Goal (WIG) program: Sales managers, reps, and operations managers collaborated to set weekly targets based on three critical lead indicators.

• Implemented a PowerBI sales dashboard inside SharePoint for clear visibility and accountability.

• Conducted weekly WIG sessions to maintain focus and momentum.

• Delivered sales methodology training for the internal team and piloted training with a key retail partner.

• Mystery-shopped major retailers to evaluate and refine sales techniques.

Phase 2: Expanding to Professional Installers

• Continued weekly WIG sessions and monthly sales manager mentoring.

• Collaborated with senior leadership to design an installer incentive program.

• Trained all new sales recruits in the enhanced sales methodology.

• Conducted mystery shopping with builders to develop builder-specific sales tools, helping overcome pricing objections.

• Designed a pilot 2.5-hour training program for installers to improve their sales and marketing capabilities — with plans for a broader rollout.

Results

• Year-to-Date Sales Growth: Increased to 40.6% in FY25.

• Sales Team Engagement: Higher cohesion, collaboration, and performance through structured accountability.

• Market Penetration: Broadened product appeal from 30% to 100% of the customer base.

• Installer and Builder Relationships: Strengthened with targeted training and sales tools.

Client Testimonial

**"Learning from Bram through 'Communication Mastery' and the 4DX workshop in Adelaide provided me with not just sales skills, but a deeper understanding of my customers.

DISC profiling revealed a major gap in how I approached customers. Now, I listen not only to their words but to their underlying needs — transforming my ability to close deals across our product range.

Weekly WIG sessions have brought incredible alignment and accountability to our sales team.

Thanks to Bram’s training and ongoing support, I now offer sales training to my customers' teams — helping them succeed too.

I highly recommend 'Communication Mastery' to anyone serious about business growth and team enhancement."

— Marcus, Account Manager

Partner with Lagrou Partners

At Lagrou Partners, we don't just teach sales — we transform teams and accelerate growth through tailored, actionable strategies.

➡️ Ready to transform your sales team? Contact us today.