Building Sales Team Capability At Different Levels

Building Sales Team Capability at Different Levels for INR 2500 cr. Consumer Products Company

A listed Rs. 2500 cr. consumer products company with a 2000 strong sales team and a pan-India presence faced issues with

  • The quality of retail market coverage and quality of selling by the front-line sales team.
  • High sales team attrition.
  • Poor quality of supervision of the front-line teams by Sales Officers and ASMs.
  • Low retail sales productivity.
  • Low sales per retail outlet and high dependence on wholesale.

Significant improvement in market execution – higher retail coverage, differentiated selling based on retailer size, category wise selling resulting in more brands / lines sold and improvement in average sales / retailer.

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