Does a training course that generates £558,000 of additional sales sound too good to be true? In the Training Zone column of PBM’s December edition, the BMF tells us more…
This is exactly what eight delegates from MGM Timber achieved from the Commercial Fast Track training programme, created for the Builders Merchants Federation by Sue Reed — a Fellow of the Institute of Sales Management (ISM) and BMF tutor.
MGM Timber, which operates from 15 branches across Scotland, employs over 230 staff and supplies timbers, doors, floors, kitchens, ironmongery and sheet material, commissioned the Commercial Fast Track programme for six members of its internal sales team and two kitchen designers. Just four weeks after this programme ended, the business booked another for five more team members.
The programme consists of 10 half day virtual events — one taking place every two weeks — followed by a 60-day commercial sales project against an allocated sales ledger, with a final presentation assessed by an MGM director and an external judge from the Institute of Sales Management Education. In recognition of their success, all delegates achieved academic certification endorsed by the ISME.
“The key learnings I took from the course made me a project maker and not just an order taker.”
Before the course began, delegates were introduced to the GiraffePad learning management system which is used throughout the programme and provided with a knowledge case containing key factsheets on self-development, six steps of the sales cycle, working smarter not harder and calls to action.
Sue Reed worked closely with Steve Galbraith, the programme sponsor and Divisional Managing Director of Donaldson Retail & Distribution, an MGM company.
While the financial return achieved by the programme is impressive, this was not Steve’s prime objective, as he explained: “The success of our business is all about our people and creating the opportunity for the next generation to come through is a key part of my role. But I don’t believe the success of training should be measured purely on a figure or ROI.
“It should always be about the individual’s development. I’m delighted to see this cohort gain their first qualification, which will undoubtedly benefit them as individuals and the business in years to come.”
Steve added: “The passion Sue has for training and developing people is simply outstanding and I can’t thank her enough for her contribution in developing our staff.”
“The achieved numbers are nothing short of astonishing. The delegates exemplified just how impactful the programme has been both for them individually and the businesses they represent.”
It’s clear from delegate feedback that Sue’s process works. For example, Bradley Sullivan, Internal Sales found the course helped him to understand buying methods and recognise different customer profiles and their preferences. He said: “My aim was to develop strong relationships and foundations of trust, which I succeeded in. Any improved sales were a bonus, but fortunately I was able to achieve this too.”
Patrick Keenan, Internal Sales added: “The key learnings I took from the course made me a project maker and not just an order taker.”
ISME Judge Stella Round was also impressed, saying: “It’s truly an outstanding outcome. For Steve, the return on investment primarily revolved around observable behaviours. He has witnessed a substantial shift in professional approaches to sales.
“The achieved numbers are nothing short of astonishing. The delegates exemplified just how impactful the programme has been both for them individually and the businesses they represent.”
For more information on the Commercial Fast Track course and other BMF training programmes, email Kerry.wilson@bmf.org.uk or contact your Regional Manager.
