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Project Example - Automotive Consumables Manufacturer
Our client produced consumables, such as fillers, used in the automotive repair industry. We worked with the sales force responsible for dealing with Jobbers (distributors) throughout Canada and the US. While successful, our client had a relatively small market share and there was a need to increase the "presence" of the sales force and the brand among the Jobber customers.
Approach
We developed a training program to develop business planning and consulting skills with the sales force, so they were able to re-position themselves as business partners with their customers, rather than just "calling sales reps". The program involved teaching the sales team how to prepare a joint business plan with the customer, which would benefit both parties.
In order to prepare this program we worked extensively with the client's sales management and marketing teams to understand the arguments presented by customers for not buying the client's products, and to think about how these arguments (objections) could be addressed.
After roll-out of the workshops at US and Canadian locations, we followed up with a zone managers' coaching workshop, to equip the sales representatives' managers with the skills needed to reinforce the training messages in the field on an on-going basis.
Participant Reaction
"Outstanding" - Zone Manager
"Very well outlined and executed" - Zone Manager
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