CASE STUDY: Building a Best-In-Class-Sales Team

Category: Sales Training

The Client

One of the largest consumer packaged goods companies in Canada, with over 250+ sales team members

The Challenge

  • Flat sales based on three factors: mature categories, price deflation and a food safety setback
  • Profit margins squeezed by commodity price increases and increasing trade spend by demanding customers
  • Desire to create a best-in-class sales force focused on driving profitable sales growth

HORN Solutions

  • Created a clear articulation of a sales culture grounded in customer centricity, results orientation and personal accountability, and aligned with corporate values     
  • Established behavioural-based sales competencies for all levels of the sales team, then assessed sales team against the defined competencies 
  • Developed and executed a multi-year, blended learning curriculum spanning all aspects of selling and created standard selling tools to enable efficent application of learned skills 
  • Defined standard management meeting expectations to instill consistent best practices for managers
  • Provided training and toolkits to support leaders in conducting high-quality, motivating coaching with their team 
  • Incorporated employee development into manager bonus structure to reinforce the importance of team development

The Impact