Case Study: Helping Customers Sell More Of My Products

Regional Sales Manager of Manufacture Sales Representatives:

The main goal of a manufacturing representative is to connect manufacturers with potential clients by effectively promoting and selling their products. I led a team of 12 District Sales Managers (manufacturing representatives) across 18 states. The manufacturing representatives aimed to expand market reach and increase sales by providing expert advice and ensuring customer satisfaction. Ultimately, they drove revenue growth for both manufacturers and clients, encouraging consumers to purchase products in the clients’ stores and businesses.

Our clients included retailers such as Office Depot, Staples, and 1,500+ independent retailers. Our commercial clients included Boise Cascade, Corporate Express, Eastman, and more. We also serviced warehouse clubs such as Viking Office Products, Price Club, Costco, and more. Finally, to distribute our products to independent retailers and commercial accounts, we worked with wholesalers such as McKesson, United Stationers, S. P. Richards, and more.

Problem: The Gillette Company, recognized for its razors and personal care products, was in the process of merging with Procter & Gamble (P&G). Simultaneously, the Stationery Products division was being sold to Newell Office Products. Technological advancements were decreasing the demand for products such as markers and pens. As a result, the trade became hesitant to commit to sales strategies, uncertain whether these would be honored by the new company. Furthermore, employee morale was declining to dangerously low levels.

Action: The strategy focused on team building and motivating everyone to perform at their best, despite the underlying concern about the eventual dissolution of the sales team. This experience taught me how to develop a comprehensive sales plan and assist each team member in creating their own plan to use as a guide.