The leading foodservice packaging and consumer aluminum product manufacturing division of $30 billion Alcoa Inc. with 3700 employees the primary business base is in the US but also operates in Spain, Mexico, and Canada. This division provides a full line of baking, catering, deli, produce, meats, supermarket takeout, and vending product packaging applications.
Challenges
Quick competitive response shortened and reduced the impact of premium pricing on new product innovations and introductions
Majority of the sales team had fallen into the order taker mode and were busy fending off competitive pressure to reduce pricing
Approach
Completed a sales diagnostic including process, competency assessment, customer interviews, and competitor analysis
Developed sales and marketing strategies to move behaviors from commodity based mind set and positioning to consultative high value sale with customers
Created and delivered sales training to communicate new process and positioning in a two day workshop event for the entire salesforce
Provided follow-up consulting to help support reinforcement and performance management
Results
New sales process and positioning changed the dialogue with customers and focuses on value added
Salesforce focuses on improving customer’s business and becoming a trusted adviser
Premium pricing on new products had greater staying power and customer insights provided fuel for RFP’s innovation pipeline
| Attachment | Size |
|---|---|
| Case Study Alcoa RFP.pdf | 223.34 KB |
