Turning product expertise into better customer conversations.
A water-heater manufacturer needed to transform an existing sales training program into a more structured, repeatable learning experience for experienced plumbers.
Turn product expertise into stronger customer conversations.
Help experienced plumbers connect product knowledge with the customer conversation.
Participants already brought technical experience to the program. The opportunity was to help them use that expertise differently when talking with customers.
The existing program included valuable product information, sales content, activities, and marketing resources. My role was to shape those pieces into a cohesive learning experience with a stronger instructional structure.
The program also needed to be repeatable so other trainers could confidently facilitate the full experience—or selected portions of it—when needed.
Build the experience around the customer conversation.
Product knowledge remained important, but the greatest value of the live experience was the opportunity to discuss customer situations, practice conversations, learn from peers, and receive feedback. The strategy was built around using each part of the program where it added the most value.
Organize the pieces around performance.
The project already had useful product information, sales content, activities, and business resources. The instructional design opportunity was to connect those pieces into a more purposeful experience.
I organized the learning around the point where technical expertise and sales performance meet: the conversation between the plumber and customer.
Customer Focus
Product expertise became the foundation for a broader conversation about customer needs, recommendations, options, and value.
This gave participants opportunities to think beyond individual product features and consider how their knowledge could support the customer's situation.
Applied Practice
Live training created space for realistic customer situations, role-play, peer observation, group discussion, and facilitator feedback.
Participants could practice conversations before returning to real customers and learn from the different approaches and experiences in the room.
Existing Resources
Existing product information and customer-facing marketing materials already supported the work and could become part of the learning experience.
Participants could use resources during training that were also relevant when they returned to customer conversations in the field.
Repeatable Delivery
The program needed enough instructional structure that delivery did not depend on one facilitator.
I developed facilitator and participant materials that organized activities, discussions, debriefs, references, and supporting content across the multi-day experience.
A multi-day experience built for conversation, practice, and application.
The final program combined optional preparation, structured instructor-led learning, realistic customer practice, and resources participants could continue using after training.
Optional Preparation
Participants could explore existing product information before arriving without making preparation a prerequisite for successful participation.
Facilitated Sales Learning
The core four-day experience connected product knowledge with customer needs, recommendations, sales techniques, scenarios, role-play, and feedback.
Learning Materials
Facilitator and participant guides supported consistent delivery while giving participants practical references they could continue using after class.
Participants who registered for the extended experience could stay for an additional day focused on product repair and maintenance using equipment at the training facility.
The instructional materials supported both sides of the experience: consistent facilitation for the training team and practical learning resources for participants.
Representative portfolio recreation inspired by the type of learning developed during this engagement. Client-specific content and proprietary materials are not shown.
Training works better when it connects to the conversation.
I help organizations turn content, expertise, and existing resources into structured learning experiences people can practice, apply, and use back on the job.
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