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FMCG Sales Program: Australia

The Challenge

  • To leverage a single selling platform in both pharmacy and grocery arms of the business
  • To change the sales culture of “I just sell in the deals – the black folder sales person” to a relationship selling model where the customer’s needs are placed ahead of the need to sell in the deal
  • To equip the District Managers (DMs) with the behavioural management skills needed to successfully reinforce the learning
  • Integrate this learning into the existing culture, language and processes of the business

The Solution

  • Tailored content development to fit both pharmacy and grocery streams, detailed site visits, language analysis and existing sales process analysis
  • Top down approach – we developed the DM team in behavioural coaching and behaviour modification prior to the roll out of the program
  • Measure results – we developed a self coaching sheet and DM coaching sheet to enable Territory Managers to rate their own delivery of the learning against the same points being used by the DMs
  • DMs taught how to coach each of the individual skill pieces in the program in a modular coaching framework
  • The in-house facilitator was also equipped with a detailed guide for the ongoing delivery of the program

Results

  • 108% of YTD target 8 months into the current annual cycle
  • Most successful festive season campaign ever
  • Individual category growth of 20%
  • Year on year growth of 18%

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