For the last three years, Kevin Maher has been working his way through an educational offering that's put him ahead of the pack of sales reps that are vying for the attention of contractors and other tool buyers.

An outside sales representative with Dixie Construction Products in Atlanta, Maher is a recent graduate of Evergreen University's Certified Tool Specialist Program, an offering from The Evergreen Marketing Group in Carrollton, Texas.

Maher, who graduated in April, now proudly wears a championship-style gold ring that identifies him as one of just 34 individuals who have completed the 137.5-hour product, applications and selling skills training program. He says the fact that a portion of the program specifically targets outside salespeople like himself made it particularly valuable.

“For the outside sales training course, they walked us through specific sales situations and showed us how to respond to certain objections and questions,” says Maher. “I've been using those in the field, and 80 percent of the time they've been very helpful in dealing with those situations.”

During his stint as a student, Maher says he enjoyed learning from the industry veterans who teach the courses.

“Just being able to learn from others who have been in the business for so long was awesome,” says Maher, who is now looking to add a few “diamonds” to his ring—something that takes place once further courses are taken and tasks completed (such as teaching an Evergreen course).

Overall, Maher says graduation from Evergreen University falls in line with Dixie Construction Products' commitment to developing an educated, technically knowledgeable outside sales staff.

“We're highly qualified sales reps to begin with, and as a group we know way too much already,” says Maher. “This is just another notch on the belt.”

In April, 16 sales professionals were recognized as Evergreen Certified Tool Specialists during the group's national conference, and two others were recognized for achieving their first “Diamond Level.” The graduating class earned initial certification by completing a multi-year training and education program that is sponsored by Evergreen, a cooperative organization of 69 tool and fastener distributors with almost 230 locations in the U.S. and Canada.

To earn certification, Kevin Higginbotham, Evergreen's CEO, says sales professionals must complete the continuing education as Maher did, thus earning the right to wear either the gold ring, or a custom-made gold watch. The certification program was developed three years ago.

To achieve “Diamond Level,” they must first become certified and then complete another 52.5 hours of professional development and have teaching experience. This is designed to drive the training effort deeper into the distributor's organization by requiring the Certified Tool Specialist to share knowledge with others. Each higher level of certification (there are nine diamond levels) is marked with a diamond placed on the ring or watch face.

One of the recent diamond level achievers is Paul Connelly, president of Construction Tool Service in Pittsburgh. Involved with Evergreen's training and education programs for years, Connelly completed the multi-year coursework in two years, then got to work on his diamond certification by acquiring points for visiting factories and other activities. Most recently, he taught a course on gross margins and profitability.

While he does not sell, Connelly does oversee the activities of his salespeople, and has shared much of the acquired knowledge with his sales staff. He's also learned how to analyze his reps, and to choose those who would most benefit from taking the multi-year coursework themselves.

“It's helped me referee who should attend, and what programs they need to get up to speed,” says Connelly, who sees the training as being invaluable in today's competitive marketplace. “Being certified as an Evergreen-trained rep means you really know your products, and that's pretty important.”

The Evergreen University isn't open to just anyone. According to Higginbotham, students must have already worked for an Evergreen distributor for three years prior to signing up, and must commit to earning hours of product and application knowledge (awarded as “EEUs”). For basic certification, students must rack up 70 contact hours in such courses, plus 35 hours of sales schools and 32.5 hours at supplier-sponsored schools.

The coursework also includes an online component, with students required to take five product modules in order to graduate.

“Once they do all of that, and if they have three years in the industry working for an Evergreen distributor, then they become an Evergreen Certified Tool Specialist,” says Higginbotham. “If they continue taking classes and stay in the industry, they earn diamonds.”

Initially attracted to the university by sheer curiosity, Robert Bailey rolled up his sleeves three years ago and decided to get a firsthand look at what his own sales reps were learning. President of Bailey Tools and Supply in Louisville, Ky., Bailey also graduated in April, and says the experience helped him better understand the value of education for those reps.

“I wanted to see for myself what the program was about,” says Bailey. “That way, when I send my salespeople or other employees to these programs, I know I'm not wasting their time and my money to send them.”

Bailey says he was particularly impressed with the broad range of course offerings that ranged from product application to selling skills, and everything in between.

“I really liked when they brought contractors in to speak to the class,” says Bailey. “That gave us some valuable insights right from the customers, who talked about how they do business, what they expect from a supplier, what they like that suppliers do, what they don't like that suppliers do.”

On a personal level, Bailey says the multi-year program provided exposure to new products and application knowledge, plus selling skills that he wouldn't otherwise have access to. He's now using that knowledge to coach his own sales staff, many of whom have taken one or more Evergreen courses themselves.

“I can pass this expertise along to those who haven't been able to get there yet,” says Bailey. “That's proven very useful.”

As for the program itself, Bailey adds that the curriculum was well organized, and the instructors knowledgeable on the fine points of not only selling complete tool solutions to contractors and other customers.

“I liked how it was divided between sales classes, product classes and even factory training,” says Bailey. “They did a very good job with it.”

Expect to see more satisfied graduates over the next few years, says Higginbotham, who is lining up the next class of students. Upon graduation, he says, those reps will join the ranks of professionals who go beyond just selling tools, but who also offer complete solutions to their customers.

“Our whole mission is to ensure that the distributors have the sharpest, most experienced and knowledgeable people in the field,” says Higginbotham. “Our theory is that if those distributors aren't just out there selling boxes, but knowledge and skills, then they're going to be more successful.”