Case Study
Northeast-based Manufacturing Distributor
With Craig Group’s targeted training, the company transformed its sales approach—unlocking higher order values and outbound momentum.
Challenge
Despite a solid customer base, the company was experiencing stagnant average order values and limited outbound sales success. The sales team was heavily reliant on inbound leads and had minimal structure in place to drive expansion with existing accounts. Previous internal efforts to address these challenges, including developing a sales playbook, fell flat due to lack of adoption and follow-through.
Solution
To address these issues, a comprehensive sales training initiative was launched. This included:
- Development of a customized sales training deck tailored to the company’s specific products and buyer personas.
- Delivery of interactive live training sessions to ensure practical application and engagement from the team.
- Follow-up sessions with sales leadership to assess implementation and begin tracking improvements in key metrics such as average order value, sales conversion rate, and outbound activity effectiveness.
Before & After Impact Assessment
Before
After
Flat year-over-year revenue growth.
20% increase in YOY revenue for the same period.
Underutilized outbound sales strategies.
Email open rates tripled due to customized messaging strategies.
No active use of the existing sales playbook.
Clearer tracking and focus on KPIs tied to order values and conversion.
Minimal sales data visibility or KPI tracking.
Renewed momentum & structure within the sales team, with plans underway for additional coaching and marketing refinement.
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Final Takeaway
Even for lower middle-market distributors, tailored sales training combined with follow-up and accountability can unlock meaningful growth. By focusing on realworld application and reinforcing behavior change, this engagement transformed how the sales team approached customer relationships and outbound growth. The next phase includes layering in ongoing coaching and strengthening marketing alignment.