Sales force - food industry

Segment their customers and serve them according to their potential

No structured segmentation nor awareness of such an approach

Three different training sessions bi-weekly for a total of three different sales teams. The first session dealt with sales force basics such as how to segment the customer base and to establish their potential. For the second session, the segmentation had been performed, and the objective now was to define how the customer potential could be established. For the third session, the potential of each customer had been established, and the objective was to define a standard process and the tools required to manage each customer accordingly.

The different sales force teams were able to define a customer segmentation, as well as their respective potential, and to agree on a standard process of how to deal with each customer segment. As a result, the sales figures in each of the markets rose by double figure percentages in the subsequent year.