| CLIENT
CHALLENGE
The Consumer Packaged Goods (CPG) industry has been faced
with decreasing profit margins and increased demands from
retailers. At the same time, the sales professionals from CPG
companies are continuously pushed to increase their growth,
sales, and shelf space. The sales professionals are feeling
pulled in all directions. The Education Committee at Food
and Consumer Products Canada (FCPC) was inclined to hold an
industry event that would motivate the sales professionals,
offer a new perspective on sales to them and provide some
learning. The competitive aspect of the Sales Championship™
program was just the icing on the cake.
CREATIVE RANGE
The Education Committee felt strongly that if they were to
host this event, it would require a solution that was tailored
specifically to the CPG industry. The design needed to incorporate
the structure of the retailers, and reflect current industry
trends and business issues.
CHAMPIONSHIP SOLUTION
The entire Sales Championship™ day was customized to
reflect the CPG industry. Our experts consulted the retailers
to gain further insights on their needs and issues. The Senior
VPs of Merchandising for both Loblaws and Shoppers Drug Mart
and the CEO of Costco helped us to target the key areas. The
experiential component of the Sales Championship — the
competition — was customized by design experts to reflect
their insights. The Warm Up and Direct Application were tailored
by industry veterans to focus on real-life issues in the industry
today.
RESULTS
Twenty-four member companies of the FCPC showed their confidence
in the Education Committee’s recommendation and submitted
either full sales teams or individuals to participate in this
revolutionary sales training event. Teams from Coca Cola were
competing directly against teams from Pepsi, McCain, and General
Mills to capture the coveted award for the best sales team.
The day was a phenomenal success with 4 out of 5 participants
rating it as the best sales training they have ever attended.
Based on these stellar results, the Education Committee has
committed to run this as an annual event to bring high-level
sales training, insightful personal feedback and of course,
allow sales professionals from member companies to compete
directly against one another.
Four out of five participants
rated it as their best sales training ever attended.
THANKS
The Sales Championship™ team would like to extend our
thanks to a number of people: to Elaine Smith at FCPC for
having the courage to bring together member companies to compete,
learn and grow together; to Barb Tordoff from FCPC for her
commitment to organizing the event; to Steve Bigford and all
members of the Education Committee at FCPC for their devotion
to improving their industry and the quality of the salespeople
within the industry. |
