Red Vest Selling Program

Program Overview

The Red Vest Selling (RVS) Program was created to strengthen Lowe's associates' customer service and selling skills, with a special focus on increasing flooring details.

Its roots go back to 2018, when C2 Coaching & Training was hired by a flooring provider in the Chicago and St. Louis markets to train Home Depot associates. The sharp sales growth in those regions quickly caught the attention of THD leadership, leading Dave Hronchek, then National Installation Flooring Merchant, to invite C2 to present at corporate headquarters. Impressed by the approach, The Home Depot launched a nationwide initiative. Between 2019 and early 2020, C2 delivered more than 80 live events and trained over 10,000 associates—just before the onset of the COVID-19 pandemic.

Soon after, Dave Hronchek transitioned to Keller Interiors, a Lowe's flooring installation PROvider. Recognizing the impact of C2's training, he commissioned a virtual version of the program for Lowe's associates. This marked the beginning of a five-year partnership that continues today. Together, Keller Interiors and C2 have built and refined Red Vest Selling into a comprehensive training solution designed specifically for Lowe's associates. The mission has always been consistent: to equip Red Vest associates with the skills, confidence, and customer-first techniques to drive flooring details and elevate the in-store experience.

What began as a single video module has grown into a robust platform with:

• 13+ training modules (viewed more than 25,000 times by Lowe's associates)
• Store handouts, learning assessments, and certificates of completion
• Red Vest patches for recognition
• Trainer guides, trainer videos, and ongoing content upgrades