Bridging the Gap – Empowering the Trade with Comprehensive Product Education
By Eric Atkins, Eva-Last Sr. Director of Commercial Sales
In our industry, true success doesn’t begin in the boardroom. It starts in the field, where the product meets the customer. That’s why Eva-Last invests deeply in training our distribution partners, equipping them with the knowledge, confidence, and tools to sell smarter and stronger.
Learn Where Value is Created – “Go to Gemba”
The Japanese principle of Gemba, “the real place, where the work is” from the teaching of Six Sigma, reminds us to go where value is created. By engaging directly with distributors and dealers, we gain first hand insight into how customers see, handle, and sell our materials. Their voice shapes our sales and product strategy, ensuring our solutions meet the real needs of the trade.
Build Their Knowledge, Build Their Confidence
Through infield training, product demonstrations, and side-by-side coaching, we empower partners to become more than just simply ‘product resellers’, rather they become trusted ‘advisors’ to their customers. This shift delivers immediate results:
- Same-day orders placed after training sessions
- Projects switched over to our systems
- Dealers gaining new confidence to lead with Eva-Last solutions
“When the trade feels supported and informed, they don’t just sell product — they build trust. And trust drives pull-through.” James Gunning – Eva-Last VP of Sales
Guided by Covey’s Principles
Every engagement is anchored in three timeless Stephen Covey principles:
Begin With the End in Mind – Building long-term loyalty, not just today’s orders.
First Things First – Focusing on fundamentals: product mastery and installation clarity.
Seek First to Understand, Then to Be Understood – Listening before teaching, so education is relevant and impactful.
Continuous Commitment
Education isn’t a campaign, it’s a continuous, fluid function. As customer needs evolve, so must our training. By staying present in the field, we ensure that Eva-Last remains a trusted partner, bridging the gap between innovation and the trade.
“At Eva-Last, we don’t view education as tick box exercise, it’s a living, ongoing, global commitment. The more time we spend in the field with our partners, the more we learn, adapt, and lead together. That’s how we ensure our innovation creates real value in the hands of the trade, regardless of where our products are sold.” Marc Minnie – CEO, Eva-Last
