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Larfarge North America wanted to provide a clear perspective on its global leadership position within the concrete industry, communicating to its national sales force how it had achieved its top spot and what they needed to do to remain the industry's driving force. In addition, Larfarge was attempting to do this for the first time within a large-scale meeting format with its entire North American sales force.

The event was themed, "Listen, Respond, and Deliver"—Listen to what customers are saying, Respond quickly to their needs, and Deliver on your commitment. The production was comprised of film clips of actual Lafarge customers describing how well Lafarge sales reps Listen, Respond, and Deliver on their respective concrete needs. Breakout sessions included additional videos and various skits highlighting new sales techniques and reinforcing model sales tools within their business. Event-branded icons and signage were developed and displayed throughout the event, and served as major backdrops for the large stage productions.

The National Sales Meeting proved to be an extraordinary and memorable event. The production was both educational and inspirational for the entire sales force. The Listen, Respond, and Deliver message continued to be communicated in sales and marketing material throughout the remainder of the year and into the following year's sales meeting.