Brintons has a 200 year reputation for producing the world's best woven carpets with beautiful designs, high quality and advanced production technology.

This is a worldwide business, with 20% sales via retail and 80% being contract for the hospitality, leisure, gaming, marine and other sectors. After a period of decline due to economic recession, Far East competition, poor management decisions and significant raw material cost increases, the business was literally saved from liquidation by venture capital investment from the Carlyle Group and led by CEO, Don Coates.

The Challenge

During the first 12 months, there was a need not only to significantly reduce costs but also to increase average selling prices, as many contracts were effectively loss making. At the same time, there was a requirement for sales growth and ambitious plans were set in order to double profits in each of the next two years.

The Programme

PiP Associates have transformed the Brintons approach to selling across all commercial areas, developing a 3-part programme to drive the turnaround, with the main elements being:

  • SALSA Value Selling – how to sell on value, increasing average selling prices without loss of business.
  • New Business Development – plans and skills to develop profitable new business, in both new and existing markets.
  • Negotiating for Profit – improving the margins of every deal.


This programme has been delivered by PiP consultants in America, Europe, UK, Asia and Australia and has covered all sales teams as well as designers, project managers and the senior management team.


The Brintons business is now stabilised, average selling prices have improved in all markets and the value of the Brintons brand is being realised in new contracts. New business pipelines have significantly increased and new market sectors are being developed. We have also implemented, via the CRM system, a global new business management system to drive performance.

The target of doubling profits in two consecutive years has been achieved and further profit targets are now being met.

“One of the key reasons for Brintons failing, despite an excellent product and service offering, was the lack of a professional and disciplined approach to selling and capturing value. I worked with PiP some years ago and knew they would be perfect for this challenge. PiP have been instrumental in transforming the performance of our sales team, creating a worldwide standard sales approach for Brintons. An intelligent, down to earth programme delivered with fun and integrity.”

Don Coates
Chief Executive , Brintons Finest Carpets

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