Sprouting New Sales Growth in Lawn, Garden, and Pet Supplies

Business Challenge

The company had grown through their numerous acquisitions and realized that to get the most out of these acquisitions, they needed to shift toward performing like a portfolio of brands.  A key component of this shift was the transformation of their sales organization from being reps who push products to becoming solution-oriented advisors who could help customers drive results with the right mix and merchandising of company brands.

Facing flat revenues over the past three years, the SVP of Sales knew how significant the reinvention of the sales force needed to be.  He kicked off the transformation program saying, “We need to transform the organization, not just provide sales training.”

call out on sales transformation

Symmetrics Group Approach

The company partnered with Symmetrics Group to build a high performing sales organization that would be recognized as best-in-class, and, more importantly, drive aggressive growth to support the organization’s long-term objectives. This transformation has focused on three main areas:

  • Foundational Sales Processes and Capabilities: Building core solution selling capabilities to elevate the company’s position and value in the market and to drive growth with current customers.  Key focus areas included value proposition development, presentation delivery, negotiation and objection handling, and territory and account management.
  • Sales and Marketing Integration: Improving the quality and consistency of core product messages that the sales teams deliver to customers.  This included, for key brands, the development of product value propositions comprised of customer-focused messages and supporting consumer insights. It has also included the development of standard presentation templates designed to improve the consistency and structure of messages that that the sales teams deliver.
  • Sales Leadership Development: Providing sales managers with the knowledge and tools to sustain change in the organization.  This has included providing the leadership team with the resources and skills to coach and reinforce effective selling behaviors as well as performance standards and reporting cadences to provide rigor to the process.

Symmetrics Group developed this custom-fit transformation approach by actively partnering with key stakeholders and becoming knowledgeable about both the company and the industry.  We were sensitive to the specific needs of field salespeople, developing job aides that they could carry with them, minimizing time out of field for training, and doing in-market coaching that provides real-time value to the client and their customers.

Results

As the US economy and consumer spending has escalated, our client’s sales teams have been well prepared to deliver tailored solutions to their customers. This has resulted in a net sales increase of $95 million, an increase of 8 percent.  Based on the positive response of the field to this transformation effort, the organization has decided to expand the scope to a sister sales organization as well.

COMPANY BACKGROUND

Our client is a leading marketer and producer in pet, lawn and garden supplies. Their sales team needed to transform customer relationships from “What would you like to buy?” to “Here’s how we can help you grow.”

MEET A TEAM MEMBER
CRUCIAL TO THEIR SUCCESS

Rachel Cavallo – Rachel has managed many sales force transformations and helped sales leaders realign organizations to new selling models. She leveraged her expertise in sales leadership, sales process and capability development, and change management to this engagement.

Rachel Cavallo
The Multigenerational Sales Team

More effectively leverage talent across generations who think, sell, and buy in vastly different ways and overcome generational obstacles to drive improvements in both individual and organizational performance.

Multigenerational Sales Team book cover