Under the Company’s human capital management strategies, each employee shares responsibilities of contributions to ThaiBev’s objectives and desired results depending on business unit and nature of their works. Key Performance Indicators (KPIs) are utilized with relation to OKRs through the SMART principle (Specific, Measurable, Attainable, Relevant, and Time-bound).

Strengthening and uplifting sales team capabilities is an essential foundation for embracing employees’ career development, increasing sales volume, and generating higher profits.

ThaiBev has set up a dedicated “Professional Sales Academy”, consisting of our Senior Management (C-Level), Sales Executives across Product Groups, and the HR team.

Objective to improve functional skills;

• Analytical Skill
• Business Acumen
• Finance & Budgeting
• Operation Excellence
• Collaboration Skill

The development program was “Sales Action-based Learning”. It was a great success.

The design of this development program was based on an “Action-Based Learning Framework”, focusing on applying knowledge and experience into business actions. It was a technique that combined (1) in class learning, (2) on-site & hands-on project, (3) technology applications.

The program content and learning activities were exclusively customized based on ThaiBev’s sales team context and it was delivered by our internal executive trainers. The learning topic of the program can be elaborated as follows.

Learning Topics

• ThaiBev’s Sales Team Way of Work
• Identifying Pain Points of each Sales Area and Solution
• Identifying Sales Areas and Generating Sales Volumes
• Data Collection and Analytics for Sales Team

Hands-on Project-based Learning Activities

• Creating action plans for identifying sales areas
• Collecting data to analyze pain points in the identified areas
• Creating a sales plan for increasing sales volume.
• Forming sales strategic plans for each product group

Program Objectives

• Uplift the sales team’s effectiveness and sales tools
• Strengthen the sales team’s career development
• Enhance area-based sales development
• Drive a data-driven way of working in the sales team.

Apart from the direct impacts on the program participants, the business benefits from having a stronger sales workforce, which could strategically generate higher sales revenue. Additionally, the business will gradually have a higher standard of sales team performance in the long run.

Business Benefits
Having been successfully organized, the development program directly impacts both participants and business.

For the participants:
100% of the participants have developed higher sales capabilities through knowledge application to their real-work lives, especially data-driven for Sales effectiveness. Developed skills included:

• Area-based Analytical Skill
• Business Acumen
• Finance & Budgeting
• Operation Excellence
• Collaboration Skill

As for the business results that are directly impacted by the training:

• Spirits product (Niyom Thai Special Aromatic Rice) sales revenue increased more than 100%, compare 2021 to 2022.
• The number of outlets for Non-Alcoholic Beverage (NAB) products increased at the province more than 1000+ outlets as a result of effective area-based analysis, operation excellence and collaboration excellence. The increase in outlets generated revenue increased of the product category more than 200%.

Persuasive Selling Development for Sales Operation (RTM – CVM) Blended learning interventions help boosting learning effectiveness among the participants. They will gain knowledge, harness skills & expertise, and turn them into practice. To excel in Sales function, one relies heavily on applying knowledge and experience into a real practice.

Cash Van Management (CVM), one of ThaiBev’s sales functions that take care of selling products to customers in a community via mini truck, had identified “Persuasive Selling” as one of its key capabilities.

In the past, there were no official development interventions for such skills. The sales team had to practice it based on real-world experience or from their senior sales persons. Accordingly, a learning program called “Persuasive Selling for Development for Sales Operation”, was initiated, aiming at elevating the sales team’s soft skills in building relationships with customers and persuading them for business results.

To ensure the program’s quality, we adopted blended development approaches, encapsulating learning key principles, theories, and updated knowledge, along with practices in real work situations while constantly being coached and mentored by expert salespersons.

Learning topics for the program are as follows.

• Successful Negotiation Practice
• Types of Negotiation
• Persuasive Selling for Business Success
• Win-win Negotiation
• Negotiating and Persuading Techniques
• Sales Planning
• Customer Relationship Management

Program Objectives:

• The participants will be developed based on sales functional competencies, especially persuasive selling.
• The participant will be equipped with concepts & practices in building relationships with customers, leading to a strategic partnership for business results.
• The participants learn tools and techniques for persuading and negotiating with key stakeholders for achieve business objectives.

Business Benefits:
After the CVM learning program had been organized, direct benefits to our participants are as follows.

• The participants are more confident with their selling capability.
• They can generate more sales through persuading both existing and new customers to buy more products.
• The participants earn more sales incentives from the higher achieved sales targets.

Additionally, the learning program has a direct financial impact on the business, which can be summarized as follows.

• 4% increase in sales volume (970Million THB)
• 9% increase in number of active customers (24,374 Customers)
• 2% increase in products volume sold (4,276,669 Liters)