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.
We wanted to expand our agriculture business in the area of protected cultivation, we appointed Mr Ramesh Hande of Front Edge to help in creating strategic road map for business expansion. We are pioneers in this business in India and we wanted all aspects of our business to be covered starting from demand generation, go to market strategy and piloting execution. The solution we got from Mr Hande was very unique and helped us create an excellent execution template for business growth. Mr Hande has diverse exposure across sectors and has deep understanding of Rural and Agri markets and we are very happy with his value addition to our business which has helped in creating road map for long term growth.
We worked with FrontEdge for training programs for our sales force. We initially started off with class room training and then created e-learning content as part of the induction program for new joinees. It was an exercise which involved multiple locations and stakeholders. FrontEdge has used mobile application for pre & post training test and trainer evaluation, it was a new and innovative experience for us. We are happy with the outcome of the project. Apart from the class room training, Ramesh has also come up with a plan for post training objectives and market execution. All the Best !!
