How OGC scaled sales training across Canada without adding a trainer
Fares E.President, OGC Group
OGC is one of Canada's leading residential design-build firms, with design centres across the country. Its sales reps, estimators and design consultants each have a different conversation with the same homeowner.
The challenge
Three roles, three conversations, one generic workshop
A sales rep has to close a $30,000 kitchen remodel at the kitchen table. An estimator has to defend the line items when the homeowner questions them. A design consultant has to guide material choices without eating the margin. All three conversations carry real money, and all three were trained through the same generic workshop, or not trained at all.
“We had top performers who’d been doing this for years and knew exactly what to say. And we had newer team members across different cities who were figuring it out on their own. There was no system to transfer what worked from the best to the rest, especially across locations.”OGC Group
The solution
A scenario track for every role
OGC set up a separate track for each role in RepLab, each with its own certification.
- Sales reps: the kitchen table close on a $35,000 commitment, the “we’re getting two more quotes” defence, and the spouse who needs to see the numbers first.
- Estimators: “why is demolition $4,000? My neighbour paid half that,” scope creep during the walkthrough, and “the other company said 5 weeks.”
- Design consultants: moving a client from laminate to quartz without feeling pushy, the $80K Pinterest board on a $40K budget, and introducing a change order without losing trust.
New hires finished their track before their first client meeting. Experienced people went back to the two moments that decide most projects: the price and the scope.
The impact
The same standard in every city
Closing rates rose 19%, approvals came 31% faster and sales cycles got 32% shorter. A design consultant in Ottawa and a rep in a brand new market now practice against the same standard, and new team members are client-ready in weeks rather than months.
The bigger change was the gap between the best people and everyone else. What OGC's top performers did by instinct went into RepLab's scoring criteria, so the rest of the team could practice it. Sales closes the deal, estimating defends the numbers, design protects the margin, and all three now train on one platform.
Related: AI roleplay for sales teams and multi-location rollouts.
