As part of a profound transformation of the business and its commercial strategy, a renowned winery faced the challenge of redefining the role of its sales force to move beyond a volume- and sell-in-driven approach and advance toward a model aligned with a positioning strategy, portfolio premiumization, and service excellence.
While the winery had made significant structural changes
(route to market, support areas, incentives, and operations), the main challenge was to translate this new strategy into concrete customer conversations, moving away from transactional price-and-volume negotiations to compete through tailored proposals and the building of long-term relationships.
We supported the organization in the design and implementation of a Commercial Excellence program aimed at sustaining the strategy shift in the team’s day-to-day practice.
The project combined an in-depth role diagnosis, individual Hogan Assessments, and a training journey based on our 4 Trades of Consultative Selling model. The program included in-person sessions and virtual case clinics on real accounts, which served as a core mechanism to support adoption of the new approach.Through these instances, the team was able to translate the strategy into concrete business situations, strengthen needs identification, design more tailored value propositions, and negotiate from a positioning and value-generation logic, without losing craftsmanship as a differentiator of the brand.
real-world cases, which served as a central mechanism to support the adoption of the new approach.
Through these instances, the team was able to translate the strategy into concrete business situations, strengthen the identification of needs, design more personalized value propositions, and negotiate based on a logic of positioning and value generation, without losing the brand’s signature craftsmanship.
