About C2 Coaching & Training
Chris Coltran, author, speaker, trainer and president and co-founder of C2 Coaching & Training, and founder of Red Vest Selling.
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:
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13+ training modules (viewed more than 25,000 times by Lowe’s associates)
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Store handouts, learning assessments, and certificates of completion
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Red Vest patches for recognition
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Trainer guides, trainer videos, and ongoing content upgrades
The program has already undergone two major redesigns, ensuring the content stays relevant and impactful. C2 continues to evolve RVS to meet the needs of today’s associates and tomorrow’s customers.
If you’d like more information about the Red Vest Selling Program or want to explore how it can benefit your store connectivity and your associates, we’d love to connect.
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About RVS
Red Vest Selling
Learn about the origins of the Red Vest Selling program band how associates can benefit from the training modules.
Chris Coltran, founder of C2 Coaching & Training, began his career in the flooring industry in 1992 managing and selling for a large regional home center in Spokane, WA. He went on to serve as a sales representative for Mohawk, Shaw Industries, and a Seattle-based distributor. He later joined Mohawk University, where he trained thousands in the flooring industry — salespeople, manager and owners across the U.S. and Canada.
In 2004, Chris published his first book on sales, Selling to your Grandmother, launching a new chapter in his career as a writer and trainer. Since then, he has authored four additional books, including The Grandmother Philosophy, Exspeaktations, and the I AM Intention Tracker — and has contributed articles to leading trade publications such as Floorcovering Weekly, Floor Cover News, and several national sales journals. Over time, he has become a sought-after speaker and trainer throughout the home improvement industry, known for making sales and service training practical, memorable, and results-driven.
Since its founding in 2004, C2 Coaching & Training has specialized in developing custom training programs and selling systems for in-home sellers, manufacturers, and retailers across the home improvement and home furnishings industries. With expertise spanning both B2C and B2B channels, C2 has partnered with some of the largest retailers in the industry to deliver training that equips teams to serve customers better and sell more effectively.