Manufacturing & Distribution Sales Training


Manufacturing corporations, including their distribution and technology partners, experience very specific industry-based obstacles. In today’s post-pandemic environment: labor shortages, automation problems, supply chain issues, and sustainabilty concerns — are causing companies to struggle to maintain market position and profitability.

Paul Cherry and Performance Based Results offer customized sales training workshops that equip teams with the tools to master ongoing manufacturing and distribution challenges. By developing new skills on how to: beat the competition, embrace change, and close more deals — our expert manufacturing training sessions are guaranteed to deliver long‑term results!

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WATCH: Paul Cherry discusses PBR’s manufacturing and distribution sales training programs.

Manufacturing Industry Pain-Points

Challenges that Performance Based Results will help tackle!

Product commoditization is causing manufacturing industries to struggle — leading to price pressures and cost issues.

Performance Based Results says…

Improving the value proposition — Our sales team manufacturing training provides reps with the skills to ask customers smart, eye‑opening, discovery questions. By uncovering hidden issues and gaining pertinent knowledge and information, sales reps are equipped to design solutions that help differentiate the customer’s product or service. We show sales teams the best questions to focus customers on value ‍— rather than pricing and cost concerns.

Remaining competitive in a global market is a common pain-point that many manufacturers face — especially with the looming possibility of outsourcing as a major concern.

Performance Based Results says…

Unseating the entrenched competitor — Vying for new business opportunities is an important focus in our manufacturing & distribution training curriculum. Traditional selling techniques often work against sales reps. Plus, studies show that customers are so change‑resistant, benefits often have to triple‑outweigh their reluctance to make changes. Our workshops will help sales teams develop the techniques needed to take away accounts from the competition.

With the Baby Boomer generation entering retirement, the manufacturing industry is facing a looming labor shortage.

Performance Based Results says…

Building your contact list — Our manufacturing and distribution programs get sales teams to utilize re-targeting techniques and new prospecting methods to significantly improve the quality of sales leads and increase closing rates:

  1. Develop more effective and intuitive sales planning techniques and methods to research new, younger (more tech‑savvy) prospects.
  2. Establish better sales opening skills to build rapport and improve communication with prospects who are comfortable with technology and innovation (like automation, AI and IoT, devices and machines).
  3. Re‑invigorate and re‑target existing customers. Motivate existing clients by following up with champions in key accounts, then expand the circle of influence to newer contacts within that account by investigating and presenting new ideas and revelations.
  4. Learn about utilizing CRM and ERP technologies to support and improve client relationships, boost customer loyalty, plus establish commitment and trust.

Choosing distributors to manage inventory levels in a cost-effective and revenue-driving manner can be difficult, even for the most experienced manufacturers.

Performance Based Results says…

Our distribution sales training helps reps qualify distributor partners who are up-to-date with current inventory technologies — dealers who are passionate about and plan for the future. One method we implement is the 3-step questioning technique known as GAP (Goals, Actions and Problems). Below are some typical questions:

  • Goals — Tell me, where do you see yourself and your business 3 years from now?
  • Actions — What technology will you need to achieve your goals?
  • Problems — What roadblocks might get in your way? How will you handle them?

Client Testimonials

Here’s what some of our Distribution and Manufacturing sales leaders have said about the results we helped their teams achieve

Sales Team Strategies for Manufacturing & Distribution

There’s an understandable level of frustration that comes with cultivating a talented and motivated manufacturing sales team — putting reps in the position to succeed — and not seeing the desired results when it comes to closing deals. Where other manufacturing sales training programs only offer one-size-fits-all solutions, Paul Cherry and Performance Based Results provide a fluid, intuitive process that’s built from the ground up and is based on delivering what businesses require to be more successful.

From identifying the most effective sales strategies and relationship-building techniques — to enhancing communication, motivation, and collaboration within your organization — our on-site manufacturing & distribution sales programs are able to bring newly-developed skills and a “fresh mindset” directly into real-life interactions.

Become an Industry Trusted Partner, not a “Product Peddler”

Many sales organizations are tired of working with training programs that don’t address the unique challenges sales teams face when dealing with manufacturing and distribution industry customers. Paul Cherry has the answer.

When organizations hire PBR for manufacturing sales training and distribution sales training, we get to know and assess that company’s people, processes, and culture — we develop a sales plan explicitly for that team. Through customized sales training, sales rep workshops, and sales management coaching, we are able to help teams build stronger customer relationships that allow reps to evolve from “product peddlers” to trusted partners.

Our Manufacturing & Distribution Sales Coaching Process

It’s a fact — the goal of every manufacturing & distribution company is to close more sales. Our coaching sessions help reps uncover and recognize their customers’ needs through asking the right questions and developing the rapport and solutions that build long-term business relationships.


Leading Manufacturer


US manufacturer with global presence uses both a direct and indirect sales force to grow market share. Regional sales managers were primarily responsible for managing the distributor and rep agency firm relationships. The regional sales managers faced the following challenges.

  • No structured sales and sales management process in place.
  • Inconsistent distributor selection and evaluation process.
  • Lack of accountability led to mediocre sales results.
  • Marketing and sales were not communicating mutual objectives on defined channel markets.
  • Regional managers were doing more selling than managing.

PBR Solution

Performance Based Results put together a distribution channels in sales management program focused on managing the distributor, independent principal, and agency relationships.

The Results

  • Manufacturer documented $9,483,000 of sales revenue as a direct result of the four-month distribution channel management program.
  • Increased sales on all five product lines by more than 78% in 12-month time frame.
  • Over course of twelve months, distributors and independent sales representative agencies increased meeting performance targets from 72% to 93%.
  • Greater marketing and sales collaboration shortened new product launches by more than 16%.

Performance Guarantee

Our clients typically get 7 times their return-on-investment (ROI) – or better!