|
Customer Overview
Land O’ Lakes Purina Feed is a well-known company and feed industry leader.
The company addresses the dietary needs of livestock, specialty animals, zoo and lab animals, wild birds, and
companion animals.
Client Objective
As a result of combining the sales forces from both brands into one sales group, Land O’ Lakes and Purina Mills,
an effort was initiated to develop and present training that would provide a consistent and solid basis of sales
techniques.
|
• |
Increase unit sales and margins of Land O’ Lakes and Purina Brand products. |
|
• |
Provide a sales training program that is delivered as self-learning. |
|
• |
Develop critical sales position skills in new sales people. |
|
• |
Reinforce sales skills in experienced sales people. |
Target Audience
Employees of cooperatives and independently-owned feed dealerships where Land O’ Lakes and Purina brand products
are sold and for Land O’ Lakes Purina Feed sales people.
Russell Associates’ Solution
Russell Associates developed learning resources for Land O’ Lakes Purina Feed. The resources were educationally
engineered to be effective and efficient and include the following:
|
1. |
Custom-adapted version of Selling Techniques Computer-Based Interactive Training (CBIT) that includes: The
Buying Decision, Getting into the Game, Features and Benefits, Four Basics of a Sale, Overcoming Objections,
Mighty Minute Selling, The Success Equation, and Pre-Call Planning |
|
2. |
Selling Techniques Coaching Reinforcement Resources |
|
3. |
Sales Skill Builders |
The Pre-Call Planning module incorporates best-of-the–best pre-call planning processes, such as:
|
• |
Why Pre-Call Planning is important and essential, including the cost to make a sales call. |
|
• |
Organizing the call: scheduling, sales resources needed, anticipating key needs/issues. |
|
• |
Customer or prospect data: type of operation, market segment, person’s responsibilities. |
|
• |
Competition and current supplier comparison and positioning. |
|
• |
How to move the buying process forward and gain commitment. |
|
• |
Opening statements and questions to use during the sales call. |
|
• |
Importance of Post-Call Review. |
The Selling Techniques Coaching Reinforcement Resources include the reinforcement of key learning points from each
chapter, and are distributed in the Selling Techniques Coach’s Reinforcement Manual.
They reinforce key sales skills through skill building application exercises and peer sharing of experiences related
to use of sales skills.
Russell Associates’ background in agriculture, in general, and the livestock industry, in particular, assures the
information is presented and explained in an appropriate and effective manner relative to the industry.
Training Method
Computer-Based Interactive Training (CBIT).
Program Length
Approximately 30 minutes per module for each of the eight modules.
|
|
