Deploying a nationwide trade marketing team for double-digit sales growth annually

A leading domestic appliances manufacturer with a presence in over 70 countries sought a trade marketing partner for its Colombia operations to drive sales of its product and service portfolio across all points of sale. Alignment with the client’s POS sales models to deliver an optimal shopper experience while identifying shopper decision points and increasing sales were high priorities.

Gi BPO implemented a tailored outsourcing solution: recruiting, training, and managing 300 employees active in 83 cities across the country and overseeing national commercial operations.

Key Results

The Challenge

The client needed to:

• Improve sales strategy with a focus on shopper decision-making
• Deliver optimal shopper experience in line with POS execution criteria
• Oversee national operation and increase sales of full portfolio at all POS, including superstores, traditional channels, and high-end retailers

The Solution

We implemented a tailored BPO model based on three pillars:

1. Recruiting & training
   – 300 employees selected and onboarded nationwide
   – Consultative selling training plan
   – +5300 training hours
2. Execution
   – Sales strategy framed on the GE model
   – Results-based compensation accelerator plan
   – Alignment with client POS methodologies (sales and distribution, willingness to pay)
3. Monitoring
   – App-based monitoring
   – Microsoft BI and Balanced Scorecard KPI reporting

The Impact

Client confidence 

• 99% compliance with 9 KPIs
• Improved ROI

Consistent growth

• 9-year partnership
• Double-digit sales growth last 4 years (avg 12%)
• Decreased turnover from 11% to 5%

Brand impact

• +99% SLA compliance
• 95% customer satisfaction
• Improved nationwide brand positioning

Discover how Gi BPO can support ambitious sales goals.