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Sales & Marketing

John Brooks Turned COVID into an Opportunity — and Turned Sales on Its Head

With a new digital sales playbook, the distributor turned its sales focus from inanimate products to targeting efficient customer experiences.

December 13, 2021

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Manage the risk of your sales model now

The pandemic is a giant tipping point that has accelerated the rate of change. The cost of not adapting your current sales model could be a slow death.

  • When the COVID-19 pandemic struck, John Brooks Company used the crisis to reevaluate and revamp its sales process by employing a new digital sales playbook.
  • Instead of arbitrarily pushing its product line, the distributor uses its wealth of sales experience to target individual markets and customer needs.
  • The playbook is a quick yet information-rich way to continue the company’s quest for continued learning and improved sales, says Mykola Bilash, manager of sales force effectiveness and business intelligence.

John Brooks, a Canadian distributor of spraying, pumping, filtering and valve…

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