Standing Out in the Crowded Sales Training Market
Twin Cities Traditions is a sales coaching and consulting firm located near the Twin Cities of Minneapolis and St. Paul. Founder Dennis Neitz is a Brian Tracy Certified Sales Success Trainer – one of a handful of select sales coaches certified by well-known motivational speaker and author Brian Tracy to present Tracy’s programs around the country. Founded in 2011, Twin Cities Traditions has served clients from a wide range of industries including financial, manufacturing, retail, media, events and professional services. But despite his success, Neitz was frustrated with the challenge of growing his business – which depended on selling and booking stand-up training events one at a time. He was looking for a way to scale his business and differentiate it in a very competitive market.
“There are a lot of people in the sales consulting business,” Neitz said. “I needed a way to differentiate myself. The Brian Tracy content is very good, so I couldn’t do that with just better content. I needed to find a way to add a next phase to my event and then a phase after that. Otherwise I was always going to need to be going out to find more new customers for one-day events. And that wouldn’t scale.
In analyzing the types of business people who attended his training events, Neitz realized that many were small business owners, event planners, or sales and customer service people in smaller companies. Most had never had formal sales process training or coaching. The Brian Tracy curriculum provided the outline for a sales process; he needed a way to add coaching after the event without having to be present for face-to-face coaching meetings or real-time conference calls - which would be a nightmare to schedule for him and his clients in the field. Providing ongoing coaching as part of his event would differentiate his program, plus ensure his audience retained and used what they learned at his sessions and improve client satisfaction and referrals. SkillFitness allowed him to deliver individualized coaching, but also to fit coaching to his and his clients’ busy schedules.
Neitz created the “SkillFitness Tribe”, a product offering that includes a one or two day training session followed by four months of weekly coaching sessions using the SkillFitness platform.
“We call it a ‘tribe’ because a tribe is a group of people who share a common goal,” Neitz said. “In this case, it’s wanting to grow their sales skills through the routine of a weekly workout. And SkillFitness is the tribe’s platform for doing that workout, sharing feedback and providing coaching.”
Neitz created 16 SkillFitness modules to reinforce the concepts presented in his training sessions. He then uses the coaching platform to individualize and personalize his comments for the client and their industry. Going forward, Neitz said he plans to add a small video set-up to his office in order to create customized SkillFitness modules for specific clients or markets.
“Video is so cheap and easy to do these days and SkillFitness makes it so easy to add and create new modules that could really differentiate myself or more tightly focus applying these sales skills in specific markets,” Neitz said.
RESULTS & NEXT STEPS
Neitz said the SkillFitness Tribe helped achieve his goal of differentiating his business and product offering.
“SkillFitness helps me get clients,” Neitz said. “I started out trying to sell one or two day seminars, but a lot of people are doing that. Offering the follow up coaching with SkillFitness legitimizes me. It’s not that I’m doing anything all that different in the training sessions; it’s using SkillFitness to do follow up coaching that is different.”
Neitz said that adding the SkillFitness coaching also helps his clients see better results from attending his programs and provides accountability so they actually apply what they are learning to their business problems. He said that he no longer offers sessions without the coaching follow-up.
“I’ve seen sales increases from everyone I’ve coached on the SkillFitness platform ranging anywhere from 20-250 percent,” Neitz said. “Literally everyone who has participated has seen an increase. That comes from the reinforcement of the training. You need to take the concepts you learn and practice them to become a habit in order to get behavioral results.”