Culligan's dealer network spans North America, but a widening gap between top performers and the rest was leaving real revenue on the table. Sales leaders could see who was underperforming — but not why, or how to fix it.
With Siro, dealers sell 17% more units on average than those without it. The gains showed up at every level: one previously low-performing rep saw their paychecks jump from $533 to consistently $3,000–$7,300. A seasoned rep with a 48% close rate lifted it to 68%. And management replaced coaching guesswork with data — identifying exactly which behaviors separate top performers and building training around them.
“Dealers using Siro are selling 17% more units on average”
About
Culligan is one of the most recognized names in water treatment, with an independently owned dealer network serving customers across North America. Their in-home sales reps are the front line of the business — and the difference between a thriving dealership and a struggling one often comes down to sales execution.
Challenge
Culligan's top performers were exceptional — but the gap between their best reps and their mid- and low-tier reps was wide, and growing wider. Sales leaders could see the leaderboard, but they couldn't see why the gap existed or how to close it. Coaching was inconsistent across dealers, and without visibility into what was actually happening in customer conversations, it was nearly impossible to identify which behaviors to fix and which to replicate. The result: too much revenue left on the table by reps who had the potential to perform but weren't getting the development they needed.
Siro and the Solution
- Dealers on the Siro platform sell 17% more units on average than those who aren't
- Performance improvement happed at the top and bottom of performers:
- Says a formerly lower performing rep: “My last check before we incorporated Siro was 533 after taxes and all that. That is what I got paid. Then my next checks went 3,000, 5,000, 5,860, 3,400, 5,500, 7,300. And that's all while using Siro. So if there's anything that should drive you to want to use Siro, it would probably be making more money.”
- A seasoned rep who was doing well with a 48% close rate, lifted his close rate to 68% — a 42% increase
- Management now uses Siro's analytics to identify which coaching behaviors separate top performers from the rest — and builds training around data, not instinct
