How Brookstone coaches its in-home sales floor in real time with Craft
- +20%
- close rate
- 22%
- reduction in recruiting & training costs
- +10%
- net sales per lead issued
“They're finding it to be almost like a little bit of a mini pump up, which is cool because that's what they need when they're in the field by themselves.”
Amber Hamilton
Sales Success Manager, Brookstone
Brookstone sells windows and doors across Ontario on a one-call-close model. Every dollar is decided inside somebody's living room, in a ninety-minute conversation, with no one from the company in the room.
Before Craft
Coaching that could only review appointments after they ended. A trainer playing the homeowner while grading the test-out. A rep walking to the truck for samples with no read on the person waiting inside.
With Craft
Recordings scored against their own process. A read on the homeowner before the rep walks back in. Coaching tied to the exact moment it happened — and trainers free to be the difficult customer while scoring runs itself.
The problem
Coaching that only arrived after the appointment was over
Brookstone takes process seriously — EOS, weekly level tens, their own scorecards. The gap wasn't commitment, it was timing. They were already recording appointments, but the tool couldn't help a rep while the appointment was still live.
The moment that mattered most was the breakaway: when a rep steps outside for window samples and has thirty seconds to figure out who they're dealing with and change the trajectory. President Ken Sherman went looking for something that could reach into the appointment, not just review it. Brookstone switched to Craft and went live company-wide in December 2025.
The solution
One recording that coaches during the appointment, scores it after, and trains the next hire
Reps record the full appointment from a phone or tablet tied to Salesforce. At any point they can swipe to a checkpoint: Craft returns a summary, coaching feedback, and a read on the homeowner's DISC type — so the rep knows how to handle the rest of the conversation. That's the moment in the truck, turned into a second set of ears.
Craft scores each appointment against Brookstone's own trackers, with every step linked back to the moment it happened. Coaches can override a score or mark a step not applicable, which is what makes the scorecard something leadership trusts. Training runs on the same recordings, and Brookstone has since extended Craft into their door-to-door canvassing team.
The results
Close rate up, cost per new rep down, and more revenue from the same lead flow
Brookstone's close rate is up 20% over their pre-Craft baseline, and net sales per lead issued is up 10%. Marketing spend didn't change and lead volume didn't change — the same demand simply converts better and at a higher value.
The number that surprised leadership: recruiting and training costs down 22%. Better coaching keeps more of the reps they hire and shortens the ramp on the ones they do — so the same sales floor costs less to build.
Self-coaching reps look forward to
Craft is built for rep self-coaching. After every recording it returns two things done well and one to improve, and even calls the rep to debrief. Reps who spend their days alone in strangers' houses treat it as a lift, not a checklist.
“It's celebratory. When they have those little moments it seems like they're getting kind of like a big up.”