Case Study: Poggenpohl
Recently, we partnered with Poggenpohl, a prestigious brand recognised as the inventor of the modern kitchen and a leader in luxury kitchen architecture.
Founded in 1892 and headquartered in Herford, Germany, Poggenpohl’s commitment to innovation and quality has established it as a global authority in high-end kitchen design. Through a network of studios and business partners in over 70 countries, Poggenpohl’s team is dedicated to delivering exceptional design and craftsmanship in every project.
Our goal was to support Poggenpohl’s design sales teams internationally (particularly in the UK and US) with an advanced sales approach that would complement their consultative, client-centred philosophy and help them create meaningful, value-driven client experiences.
Client Needs and Challenges
Poggenpohl’s sales approach relies heavily on understanding the unique needs of each client and helping them make informed, confident decisions in a high-stakes purchasing environment.
To this end, the company sought a sales training solution that would help its team of senior sales designers and studio managers shift from a traditional “selling at” style to a consultative, value-based approach.
The training needed to provide both foundational sales skills and advanced strategies for complex client interactions, as well as a fresh perspective on handling objections and closing.
Our Solution
Lucrum House proposed a two-day Selling with EASE workshop, designed and led by Chris Murray, founder and author of the Selling with EASE methodology. The program was customised to address both foundational and intermediate sales skills and emphasised a four-step consultative framework:
- Earn the Right: Building trust at the outset, emphasizing the importance of understanding and respecting client priorities.
- Ask the Appropriate Questions: Using strategic questioning to uncover clients’ core needs and preferences, while guiding them toward beneficial outcomes.
- Solve the Problem: Positioning solutions in a way that is relevant and valuable to clients, while navigating potential hesitations.
- Execute the Solution: Effectively closing with the client’s best interest in mind, fostering long-term relationships built on trust.
This structure was designed to resonate with Poggenpohl’s philosophy of creating a sophisticated, personalised client experience. Each session incorporated hands-on exercises, scenario-based discussions, and actionable tools, giving participants practical experience they could apply immediately.
Implementation and Delivery
The two-day workshop kicked off with Chris introducing the Selling with EASE framework, focusing on the psychology behind client decisions and the importance of trust-building.
Day one covered advanced questioning techniques, equipping Poggenpohl’s team with strategies to guide clients through their buying journey rather than focusing solely on the sale. In the afternoon, participants explored the distinctions between features, benefits, and outcomes and practiced communicating these effectively.
Day two began with exercises that highlighted the difference between reacting to a business opportunity and truly understanding client needs.
Through objection-handling workshops, Chris taught the team how to anticipate and address common concerns, positioning their responses to maximize engagement.
The session closed with an interactive workshop on closing techniques, where participants practiced gaining commitment in a way that would solidify Poggenpohl’s trusted reputation.
Client Feedback
Feedback from Poggenpohl’s UK and US sales teams underscored the value of the training and the positive impact of Chris’s engaging approach:
- Claire Roberts, Senior Sales Designer: “Chris imparted so much knowledge with easy-to-understand metaphors that reminded us of what it feels like to be on the receiving end of a sale.”
- Lottie Monk, Sales Designer: “A great two-day sales training by Chris! Invaluable advice and an engaging presentation that doesn’t make you fall asleep!”
- Cheryl Carpenter, Studio Manager, Houston: “Exceeded my expectations. Made it fun and interactive. It was refreshing that Chris understood what we actually do, beyond just selling.”
- Crystal Clark, Studio Manager, Philadelphia: “Excellent structure with appropriately timed breaks. Glad we didn’t have to sit through endless role-playing.”
- Scott Rotchell, UK Sales Director: “A truly new take on sales. It wasn’t a course on selling but on helping people make good buying decisions. Fun, humorous, and never boring.”
- James Kalozois, Studio Manager: “Chris has given me tools I can use daily with customers. Every part of the training had practical applications that kept us engaged.”
- Robert Bell, Studio Manager, St. Albans: “A great two-day course with new ways to approach the process. A lot to digest and apply. Glad the book is there for reference.”
Results and Outcomes
Poggenpohl’s team emerged from the training with a refreshed and highly effective approach to client engagement. The workshop equipped the sales designers and managers with consultative selling skills that aligned seamlessly with Poggenpohl’s client-centred values.
Key outcomes included:
- Improved confidence in guiding clients through complex buying decisions, enhancing trust and rapport.
- Practical tools for advanced questioning and objection handling, allowing for more genuine and productive client interactions.
- A unified framework that reinforced Poggenpohl’s high standards and values, increasing team alignment across UK and US markets.
The Selling with EASE model provided Poggenpohl with a sales methodology that they could continue to refine and adapt as they engage clients across diverse markets.
Conclusion
Through the Selling with EASE training, Lucrum House enabled Poggenpohl’s sales team to strengthen their client engagement strategy, allowing them to deepen client relationships and achieve more meaningful sales outcomes. This partnership exemplifies the power of consultative sales training and its role in fostering long-term success for luxury brands like Poggenpohl.
Chris Murray and Lucrum House look forward to supporting Poggenpohl in future training initiatives and contributing to their continued growth in luxury kitchen design and sales.