A multi-billion dollar protein supplier and national foodservice organization were faced with declining sales in a large category.
Radian identified a large portion of the sales organization was not actively selling core category items to local operators.
Defined a comprehensive sales growth initiative including: product selection, delivery of sales training modules, supplier partner identification and measurement reporting structure.
Orchestrated the development, communication, execution and measurement between corporate staff, field personnel and suppliers / brokers.
Quickly identified previously unknown gaps in sales distribution due to a lack of product knowledge (i.e., key features, advantages, and benefits for the operator and consumer) at field level.
Delivered a volume increase of 10% while driving a 45% improvement in number of field representatives selling the category.
Prioritized opportunities to focus on selling high usage products with broad application across all markets and segments.
Designed programming and sales collateral materials to address the identified sales gaps with a focus on long-term, repeatable benefit(s) for the field.
Developed a custom measurement approach and tools leveraging new data gathered specifically for the initiative.