From Estimators to Salesmen

By Lauren White, RCS Assistant Editor.

Craig and Brett saw an instant return on investment when they invested in Sales Transformation Group and in themselves.

Craig Martin and Eagle Concrete, a commercial contractor, bought into Sales Transformation Group (STG) and immediately saw results.  Prior to working with STG, Craig and his colleague Brett called themselves “estimators,” and now, after two years of working with Ryan Groth, the founder of STG, Craig and Brett feel confident in calling themselves “salesmen.”

Craig and Brett were working hard, putting in a lot of hours, bidding $20 million and winning $5 million.  They weren’t “going anywhere” and knew they needed to change their methods to “keep up with the times.”

Evolving their business meant switching to a more customer-based approach.  The STG program helped them change their methods from, “throw numbers at the wall and see what sticks” to a consultative, relationship-based approach to bidding jobs and closing deals.

Previously, Craig and Brett were closing between 10-15% of their submitted bids per month and they were making $7.5 million each per year for the company.  They experienced incredible growth after investing in STG, and just 24 months later, they’re each closing $10 million per year.  Now, Craig and Brett are proud of their roles as salesmen, have hired project managers and apprentices to delegate tasks to so they can focus on selling, and Craig has been able to get a few rounds of golf in with clients.

They both saw an “instant return on investment” after joining the Sales Transformation Group community, Craig shared in his interview with Ryan.  In addition to winning more of their bids, they developed better relationships with their clients, they learned how to ask more relevant and tough questions, they’re earning repeatable, predictable revenue and they have more confidence.  Craig and Brett have a healthy competitive camaraderie that pushes them each to sell more and do more.  According to Ryan, “Hearing others having success gives him [Craig] the confidence to not revert to old habits.”

Investing in the program helped them remain accountable to change.  Craig shared, “We’re going to learn from this, we’re investing in it, we’re investing in ourselves.”  Craig and Brett may be in the concrete industry, but this program is for anyone looking to change their methods and invest in their future.  “Everybody takes something different from it,” Craig shared.

The first step for Craig and Brett at Eagle Concrete was to realize their methods weren’t working.  They knew they needed to operate differently and chose to invest in themselves and the future of their company by investing in STG.  Ryan helped them identify the need for a customer-based approach, which has evolved their business model and benefitted them tremendously.

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