Ege: a workshop that builds on real customer meetings and shows the sales team how architects choose products

The sales team at Ege Carpets works closely with architects, interior architects and designers every day. This is where our workshop came in: how can you win people over as a brand beyond sampling alone? How do you speak the language of creatives without losing your own sales approach?

The workshop at the annual sales conference was meant to sharpen the team’s understanding of the target group and give the DACH team tools for starting conversations with design practices beyond the typical product conversation.

Out into the field

Before we designed the workshop, we went out with the sales team ourselves. In Berlin, Frankfurt and Düsseldorf, we accompanied Ege sales staff to real customer meetings. We saw first-hand how architects react and what challenges the sales team faces day to day. These insights formed the basis for the workshop design.

Understanding the target group, finding the language

In the workshop, we got to the bottom of two key questions: what really drives architects and designers when they choose products? And how does Ege go from sample supplier to project partner? In group work and moderated rounds, the team reflected on its own conversations, took on new perspectives and worked out concrete approaches for good presentations.

Securing the results

So that the energy from the workshop would not fizzle out, we prepared all the results in a structured way and handed them to the team as a practical working document. It serves as a guide for everyday work, with the key insights, areas for action and ideas that can be used straight away.

1. Field analysis in advance: accompanying the sales team to customer meetings in three cities for a realistic picture of sales practice.
2. Workshop design: a custom format geared to the challenges and target groups of Ege Carpets.
3. Moderation & delivery: half-day workshop with 30 participants at the sales conference in Bielefeld.
4. Documentation & follow-up: preparing all results, areas for action and ideas as a guide for the team.

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