Building a Best-In-Class Sales Team
Consumer Packaged Goods
The client
One of the largest consumer packaged goods companies in Canada, with over 250+ sales team members
Challenge
- Flat sales due to 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 Solution
- Created a clear articulation of a sales culture grounded in customer centricity, results orientation, and personal accountability, and aligned with corporate values
- Established behaviour-based sales competencies for all levels of the sales team, then assessed all sales team members 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 efficient 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