Interested in what we can achieve together?
learn from us
Why to Wow Newsletter
The Power of Differentiation Book
Difference Talks Podcast
follow us
Can-Am On- and Off-Road Brand Specialist
the situation
Can-Am, a Bombardier Recreational Products brand, designs and manufactures a broad range of on- and off-road powersports vehicles distributed through a network of authorized dealers. To grow market share in the utility side-by-side category, the brand needed to address performance gaps in several markets, where high employee turnover and limited brand knowledge were obstacles.
the strategy
We began by bringing together regional representatives, marketing leaders, executives, and engineers for a series of LABOV Jam Sessions™. These collaborative sessions generated more than 100 ideas and 18 actionable solutions to address Can-Am’s sales challenges. Leveraging these insights, we developed the Can-Am Specialist Training Program, which started as a pilot for three underperforming markets: Missouri, Florida, and Utah.
the finished product
The Can-Am Specialist Training Program blends web-based and in-person learning focused on brand knowledge, product expertise, sales skills, pre- and post-training assessments, and ongoing development. We customized an online learning management system (LMS) to manage event registration, pre- and post-work, and provide sustainable resources. We further enhanced the program through gamification, with year-round individual challenges that award points and rewards. Upon completing the program, salespeople earn the designation of Can-Am On-Road Specialists.
the results
Our multi-year partnership with Can-Am continues to grow each year. The Specialist Program now includes the brand’s on-road, three-wheel-vehicle portfolio and has reached over 550 dealerships and 4,000 salespeople. Pre- and post-survey results show a 26% increase in salesperson confidence when explaining Can-Am product features and differentiators versus competitive brands.