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HomeNewsPROVA provides full-day training for new premier distributor E.J. Welch Company

PROVA provides full-day training for new premier distributor E.J. Welch Company


Jan 25th, 2018 kicked off the introduction of the PROVA Ceramic & Stone Installation Accessories product line to the E.J. Welch Company sales team at their training center in Elk Grove Village, Ill. The full day training program – designed specifically for sales professionals by M-D PRO (a division of M-D Building Products) – was used to educate and equip the E.J. Welch team with all of the technical information they required to start selling PROVA products with confidence. This event also marked the first day that the two teams united together in what is sure to be a great distribution partnership for  M-D PRO and E.J. Welch.

The training was led by M-D PRO’s Duane Farley, National Sales Manager and Technical Specialist for Canada alongside the PROVA Installation Specialist for the U.S., Mark Albonetti. A group of M-D PRO’s territory sales managers were also on site to support and answer any questions. The training consisted of a half day of theoretical product education and a half day of hands-on installations of the PROVA-SHOWER systems. Even those who had never picked up a trowel before got their hands dirty and learned from an installer’s perspective. It ended with a written sales evaluation to test how much of the information was actually retained and all associates passed with flying colors.











Keith Throm, Vice President Sales & Installation Products at E.J. Welch played an integral role in the development of this partnership and had some great feedback for M-D PRO.  “E.J. Welch had bought MD products for over 35 years until MD’s exit a few years ago from the professional distribution channel. We are excited to be back and join the MD Pro team with the Prova Ceramic and Shower System line. After our day of training our sales team said that this was the most complete educational hands-on training that they have ever completed. Kudos to the MD Pro team for putting together such a strong product line and training program.”

More training dates are scheduled and underway with other E.J. Welch sales associates in their remaining locations. By March 2018 M-D PRO will have trained the entire team of 35 to ensure a successful start to the launch of PROVA products at E.J. Welch and a prosperous future. “M-D PRO is excited and honored to have partnered with such a well respected distributor like the E. J. Welch Company to carry the PROVA System. We see the enthusiasm and professionalism in their sales staff that certainly will be beneficial to their customers and to the growth and success of the PROVA product line.” Steven LaGrou, V.P., Sales & Marketing, M-D PRO.

PROVA products are already available and being sold at all E.J. Welch branch locations and will also be available online at www.tools4flooring.com by March 2018. Tools4flooring.com allows for end users all over the world to have access to industry leading products. PROVA products will not only gain more mass distribution and visibility through this e-commerce hub but also be the first complete and competitive product line of its kind to be featured on this website.


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Editorial Director and Senior Writer for TileLetter and TileLetter ARTISAN

Lesley Goddin has been writing and journaling since her first diary at age 11. Her journey has taken her through a career in publishing and publicity, landing her the editor position of TileLetter and its special publications in 2006. Her goal is to educate, inspire, recognize and encourage those in the tile industry -- especially the tile and stone contractor.

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