1. THE BROOKS GROUP
Clients:
• Sales and Sales Manage-
ment Training firm
• Known for real-world ad-
vice, hard-hitting facts, and
great selling systems
• Success factor: customi-
zed workshops and selling
systems & staying close to
customers
Headquarters in Greensboro
20 - 50 employees
US$ 5.9 million revenue
Meet
Probe
Apply
Convince
Tie-it-up
Investigate
• Don‘t shoot into the dark, investigate why a prospect might buy from you to pull them in
• Find out beforehand whether a prospect is worth pursuing, so no time will be wasted
• Know as much about the buyer‘s business situation and needs as possible in advance
• Don’t waste time with small talk, but learn to get to the point in a natural, smooth way
• Use sales techniques that go below the surface and use want-based sales strategies
• Get commitment from your prospect at the beginning of the first meeting
• There are 6 categories of questions that uncover the prospects motives to buy and allow
you to apply consultative-selling techniques
• Get into buyer’s mindset, don’t make a presentation too early, but wait for the right time
• Understand how to read key indicators for “the next step/move” in the sales process so
you can confidently draw the buyer through the sales process as fast as possible
• Reduce price-pressure and sell at higher margins
• Lead the buyer into discovering your product’s applications and benefits instead of “pit-
ching” them on benefits. This way the prospect makes the connection and it’s his dis-
covery and his confidence in your product or service
• Not only close the deal, but ensure long term business with the buyer
Situation at Motor Coach Industries:
They want to:
• Defeat price objections
• Increase margin
• Forecast future orders better
Solution:
• Discovery: Selling Skills Index, time in the
field and on-site, and interviews
• Sales Training: 2-day IMPACT Selling
course, 9-week IMPACT Sales Coaching
program, Selling Against Lower-Priced
Competition workshop
• Sales Management Training: 2-day sales
management training course and 8-week
Coach the Coach program
Results:
• MCI EBITDA is up 20% from the previous
year, with gross profit up 6%
• Orders booked and delivered have impro-
ved 30%
Situation at R.F. MacDonald Co.:
• Sustain current growth
Solution:
• Discovery: Interviews with managers
• Sales Management Training: 2 days
• Front-Line Sales Rep Training: Customi-
zed sales training
• Coaching and Reinforcement: 9-session
leader-led coaching program
• Individual Team Member Assessments:
Ongoing
Result:
• Growth that had already taken place con-
tinues and business keeps moving in a
positive trajectory
Situation at Bobcat:
• Lacking sales training program
• Struggling to sell its products at high vo-
lume and margin
Why the Brooks Group?
• Specialization and Expertise in dealership
distribution
• Customization and integration to the dea-
lership’s world
• Relevance and real-world application to
dealer challenges
• Proactive approach focusing on prospec-
ting in addition to selling
• Reinforcement and the capacity for ongo-
ing coaching and support
Results:
• 60% of salesmen are selling 1-3 additio-
nal units per month
• 24% of salesmen see a gross margin in-
crease of 1-6% per unit sold
• $2,470,000 additional revenue
• Professional background
• Good results
• Practical solutions
• Customized service
• Widely applied to different industries
• All-around selling training
• Time consuming
• High-priced
• Only focused on the U.S.
American market
Advantages Disadvantages
Janina Blattner
Rita Gonçalves Gil
Wei-Chun Hsu
Fenja Rosenberger
The Company IMPACT Selling System2
Advantages & Disadvantages4 Case Studies3
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