When long-established drinks wholesaler Matthew Clark asked for our help in boosting communication and credibility across their sales team, we knew exactly what to do. Check out the role of specialist training in their success story below.
A national drinks wholesaler established in 1810, Matthew Clark is a leading figure in the supply of drink products, hospitality training, labour management and marketing. Their 16,000-strong client base of UK on-trade premises further cements their place in the market.
In 2013, they sought out BMS Progress. They’re still with us today, and we’ve worked on numerous projects together – including in 2018, when they needed a bespoke training programme to enhance their sales communications.
Our client wanted to build more positive customer relationships, and enhance how they delivered their core messages and value proposition.
They hoped to create a consistent image for their sales team, improving personal impact in the process.
We homed in on messaging delivery, including a
five-part brand sell, to enhance personal impact and self-awareness. Plus, we highlighted the importance of clear communication and vocal delivery.
This involved recording video pitches for each individual and coaching them through it on a
one-to-one basis. At the end of the training project, these videos were rolled out to 100 salespeople.
They presented the business’ unique brands with conviction, creating clear differentiators, messages and benefit statements.
Team members effectively put themselves in the buyer’s shoes, realising the rationale to purchase so they could sell with renewed enthusiasm.
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