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Mondelez International Turkey - Sales Training or Coaching Program of the Year

Gold Stevie Award Winner 2018, Click to Enter The 2019 Stevie Awards for Sales and Customer Service

Company: Mondelez International Turkey, Kocaeli
Company Description: Mondelez Int is one of the world’s largest snacks companies with 2015 net revenues of app. $30 billion. Our dream is to create delicious moments of joy in everything we do. Nearly 100K employees support this dream by manufacturing and marketing delicious food and beverage products for consumers in app. 165 countries around the world. Mdlz Int is globally # 1 in Biscuits, Chocolate and Candy
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Sales Training or Coaching Program of the Year - Other Service Industries

Nomination Title: The Game for 6 Steps of A Call

Tell the story about your organization's sales training and/or coaching program since the beginning of July 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

The Game for “6 Steps of A Call” – Virtualization Approach in Sales Team Training & Assessment

Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with pro forma 2014 revenue of more than $30 billion. Creating delicious moments of joy in 165 countries, Mondelez International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum and Tang powdered beverages. Mondelez International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index.

Traditional trade makes up 69% of Mondelez Turkey Revenue. Hot zone is critical for Gum &Candy (82% of total Revenue) as they are impulse categories. There is intense competition in hot zone (checkout).

Mondelez Turkey has a huge sales team (900 persons) and there is high turn-over (65%) which is a market practice. Therefore there is continuous need for training on sales fundamentals. There is also a growing need for trainings on 6 Steps of a Call, Perfect Store, Right Store and Sales competencies and capabilities.

Capability building and training programs are important for all FMCG companies. Sales is too much dependent on salesman’s capabilities, therefore investments in personal development is key to reach successful results, productivity and sustainable growth.

Conventional trainings are inefficient as they are planned and implemented for such a big group – one standard content does not fit all needs. Customization of trainings for each person’s need is the solution. But it also requires assessment of current capability of each attendant specifically.

Our aim is to be the game-changer with virtualization approach in sales team training & assessment.

Training via The Game for “6 Steps of A Call” is the best solution as;

-Traditional class-room trainings are out dated and only contribute 10% to learning process (70-20-10 principal). However The Game for “6 Steps of A Call” focuses on 70% portion of learning by providing a virtual experience

-Classroom trainings are inconvenient and costly for this large& geographically seperated group

-Online gaming is a growing trend in Turkey as well.

-It enables assessment the performance& determine development areas and make training plans accordingly

-It enables refreshment of training 7/24. (anytime&anywhere)

-It creates a competitive environment among sales team in which winners can be awarded.

“The Game for “6 Steps of a Call” focuses on training and assessment of sales team on 6 Steps of a Call & Perfect Store Principles. It improves selling, negotiation, time management skills and knowledge at the same time.

Mondelez International “6 Steps of a Call” addressed six stages of the sales process:

1) Plan and Prepare
2) Open the Call
3) Determine customer needs
4) Recommend solutions
5) Execute and Close the call
6) Follow through

For each stage, multi optional dialogues, in-store actions are defined. During the game player gain points by either their choices on dialogues or the actions completed in store. Dialogue are part each step of the call such as negotiating for more sales, relationship building with store-owner, money collection, return management… etc. Actions include changing the location of products on shelf/hot zone, ensuring right planograms, adding new products & displays, checking & fixing the labels of products… etc.

“The Game for “6 Steps of a Call” not only enables us to assess and improve sales capability in an enjoyable way but also has financial benefits. Results are;

-Implementation: 900 Traditional Trade Routes implemented via The Game for «6 Steps of A Call»
-Cost Saving: Managed to train the team with 90% cost saving
-Business Growth: More active store, better drop size, better in-store execution, more efficient visits, provided %72 Revenue Growth in Test Stores
-ROI: 1.5 Months