The Road From Top Experts to Top Salespeople

The Challenge

Our client was KWS Agro Bulgaria, one of the world leaders in breeding and trade of sugar beet, corn, oilseed, cereal and forage crops. The management team in the Bulgarian office wanted to build and develop a strong sales team.

The Solution

After an in-depth analysis, we concluded that the company’s employees were highly capable specialists with strong expertise and experience in agronomy. The area that needed development was the sales and negotiation skills of the company’s regional sales representatives.

A one-off training course would not have delivered the results required, so we adopted a longer-term, systematic approach. We created a “Sales Academy” consisting of four interconnected three-day training modules delivered in a logical sequence. In designing the program, our consultants aligned it with the company’s core values, principles and sales standards. We also took into account market realities and the specific nature of work in the sector.

The Results

The sales skills of the “Sales Academy” participants improved significantly. Beyond teaching specific sales techniques, we also helped them develop the mindset to identify effective customer-focused sales messages tailored to clients’ needs.

Throughout the training, and by analysing exercises based on a range of situations, we identified both participants’ strengths and their areas for development. This gave each person a clear picture of what they were doing well and where they needed to improve—an important step in the continued development of their sales skills.