Building a Sales Process & leadership Culture

for Houston's Iconic Craft Brewery

Client: Saint Arnold Brewing Company, Houston, TX

Engagement Period: August 2023–2024 (multi-phase)

Scope: Sales Team Training (BUILD Framework) | Leadership Development (27 leaders) | Manager Coaching

The Situation

Saint Arnold Brewing Company is one of the most respected craft breweries in Texas, with decades of brand equity and a loyal following. But brand love does not automatically translate into sales performance. When LTO Consulting was brought in, the team was operating without a shared sales process. Reps approached prospects with varying strategies, leading to uneven results across markets.

Three specific gaps were holding the team back:

Inconsistent sales techniques across the team, with no shared vocabulary or structured approach to account visits
Difficulty overcoming common customer objections, including price sensitivity and distributor loyalty
Uncertainty about when and how to close, leading to missed opportunities to convert interest into commitments

The company also lacked a formalized leadership development program. Managers across Sales, Brewing, Maintenance, HR, and Hospitality had no shared framework for coaching, feedback, or accountability. Many had never received formal leadership training.

What LTO Built

Selling 101: The BUILD Framework

Leadership 101: Leader of Others

BUILD in Action: A Real Account Win

The Results

Sales reps reported greater confidence in handling objections and driving conversations to a successful close
The team adopted a unified sales approach, creating a consistent experience for distributor partners and accounts across multiple markets
100% of training participants rated the program “Very Effective” or “Effective” and expressed strong interest in ongoing BUILD and Leadership training
The engagement expanded into a full 2024 Training Series, confirming the impact of the initial work

Matt Ludlow, VP of Sales & Marketing

“Working with LTO was a game-changer for our team. Her sales and leadership training brought a new level of energy, focus, and skill to our approach. She tailored the sessions to meet our unique needs and created an environment where each team member felt empowered to step up and take ownership. The impact on our sales and morale has been incredible.”

Donny Kilburn, Retail Director

“Lucinda was exactly the type of trainer our team needed. Her training is interesting and captivating, and the workbooks she developed are a great resource our team uses to this day. The material she presented is world-class.”

Frank Mancuso, Sales Manager

“LTO Consulting created a comfortable, professional environment that encouraged open dialogue while pushing us to grow. I walked away with a deeper understanding of sales strategy and leadership that I apply every day.”

What Made this Framework Different

Custom-built for craft beer: The BUILD framework was adapted to Saint Arnold's specific market, distributor relationships, and account types, not a generic sales methodology dropped onto a beverage team
Cross-departmental leadership: The Leadership 101 program reached every corner of the company, creating a shared language for management and accountability that did not exist before
Immediate field application: Reps were applying BUILD in real accounts within days of the training, with documented wins that validated the approach
Engagement that expanded: Saint Arnold returned for a full 2024 Training Series covering advanced manager coaching, accountability frameworks, and team-level development, proof that the first engagement delivered real value