Become the Industry Leader

Client: Skinner Nurseries

In the brutally competitive green goods marketplace (trees, shrubs, ornamental flowers, landscaping supplies), Skinner Nurseries came to Flycaster & Company in 2002 to help them make the leap from a “major player” to leader in the industry and increase revenues from $60 million to $150 million by 2005.

In the first phase of this project a thorough Internal Effectiveness Audit was conducted by F&C staff to uncover the current strengths and weaknesses of the Skinner management team and sales force using a custom developed web survey given to all members of the organization. Based on the findings of the audit, a special High Performance Team workshop was presented to a group of key managers who used the session to create a highly specific list of action items that would drive the continued growth and success of the firm.

The next role that Flycaster & Company played was conducting a day and a half of intensive training during Skinner’s national sales meeting. As part of this program, F&C team members created a custom 120-page “Skinner Sales Bible” that now serves as the training manual and sales methodology for the entire sales force.

The national sales meeting was followed up with a refresher course six months later and additional training topics for the 26 members of the Skinner outside sales staff. This program was utilized to send a clear message to the sales force that they needed to dramatically improve their level of professionalism and expertise in order to continue to dominate the competition.

In an effort to improve the quality and ensure the consistency of their marketing materials, Skinner Nurseries asked F&C to take over creative design of all print and web projects for the company in late 2003.

Project date: 2002 - ongoing

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