“Elevating Sales Teams with Global Sales & Distribution Training”

Challenge

The local sales teams of a global brewer across European markets had a solid understanding of their respective regions, however there was a clear need for a unified global skill set to manage larger accounts and drive growth in increasingly competitive markets. The existing training was inconsistent, leaving gaps in critical areas like roles and responsibilities, negotiation, customer relationship management, and distribution channel optimization.

Action

A global Sales and Distribution skills training program was designed and rolled out across multiple markets. This initiative included workshops, e-learning modules, and hands-on training sessions focused on developing advanced negotiation tactics, relationship management, and a deep understanding of distribution networks. The program emphasized the need for a global mindset while allowing for localized strategies, helping teams better navigate cross-border challenges.

Results

The training program led to a significant improvement in the competencies of sales teams, particularly in managing large, multinational accounts. Feedback from participants highlighted a 30% improvement in their ability to close deals and negotiate better terms. The program also increased internal collaboration, as teams from different markets began sharing best practices, further enhancing overall sales performance and market penetration across Europe.