Sales Growth for a Food & Beverage Company

The Challenge

A food and beverage manufacturer with more than 30 years in the market faced falling sales over two consecutive years and marginal profitability. Management engaged EXE.S Strategy to review the sales department’s effectiveness and identify ways to grow sales without a significant increase in costs.

The Solution

Phase 1 – Analysis & Diagnosis

Financial and commercial analysis of the company
Sales analysis by distribution channel and by customer
Interviews with the Sales Management and key salespeople
Identification of underperforming products and of products with a high profit margin

The analysis showed there was no clear sales process in place, and that salespeople were not managing their territories effectively.

Phase 2 – Design & Organisation

Revision of the product range and stronger commercial focus on high-margin products
Design of the EXE.S Complete Sales System (ECOSS) around the company’s needs
New organisational chart for the Sales Department, with job descriptions and sales targets
Revised territory management plan for the sales team

Phase 3 – Implementation & Monitoring

Training of the commercial team in ECOSS
Adoption of KPIs to track performance
Bi-weekly sales meetings with the team, driving concrete actions to increase sales

This project was delivered through our Sales Growth service, following the ESGM Methodology.