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Ege: a workshop in Antwerp where sales partners from across Europe work out what architects need from them

At Ege Carpets’ sales partner summit in Antwerp, it was all about one question: how does Ege stay the first choice in the sales agencies’ portfolios? In a half-day workshop held in English, we worked with 30 participants from all over Europe to establish what architects and interior architects need from them.

Client
ege
Period
July to September 2024
Service area
Training
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A group of participants in a moderated discussion in a dark event space

Project focus

The workshop took place at »Kanaal«, the site designed by Axel Vervoordt. Taking part was an experienced team of sales partners who have worked closely with Ege for many years and brought plenty of knowledge from the specification-led project business.

The aim was to strengthen the partners in the project business. Together, we shared experiences and developed strategies for positioning Ege with architects as a competent partner.

Our three interactive stations:

  1. Ege Brand Story: which USPs count for the target group.
  2. Product Presentation Hacks: fresh ideas for presenting the Ege product portfolio.
  3. Q&A Session: clearing up open questions with an interior architect, without any sales pressure.
Participants in the Ege sales partner workshop working at a long wooden table in the courtyard of an old brick building in Antwerp
Three participants in discussion in front of a wall of sticky notes sorted by topics such as »Partnership & Service«

Our services

  1. Custom workshop design: a programme developed specially for the event, geared to the sales partners’ challenges.
  2. Keynote presentation: an opening talk, »How to talk to architects«, so that everyone went into the stations with the same picture of the target group.
  3. Documentation: a summary of the workshop results as a PDF for the participants.
  4. Tools for everyday work: practical tools and approaches for day-to-day sales work with architects.
A discussion in a darkened room with tiered seating at the Ege workshop in Antwerp
Participants talking at a wooden table outdoors under vine leaves

What followed

Our work with Ege continued after Antwerp: we conducted interviews with members of our Architecture Advisory Board for Ege, and at the DACH sales conference (Germany, Austria and Switzerland) in February 2025, we once again designed a workshop, as we had in 2024.

About Ege

Ege Carpets was founded in Denmark in 1938 and is now one of the largest manufacturers of textile floor coverings in Europe.

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