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 Testimonials

"Lagrou Partners delivered a highly effective DISC-based program that helped our sales teams improve customer engagement and close more work. The 4 DISC profiles framework made it easier for our team to tailor their messaging to match each customer’s communication style, improving connection and trust. We found the process practical, insightful, and immediately applicable in real sales conversations. By understanding how different DISC profiles think and decide, our team became more confident and efficient in navigating diverse sales situations. The results have been very positive – better conversations, faster decisions, and stronger customer relationships. We recommend the Lagrou approach."

— Adam, General Manager

"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.