Sales Force Learning & Development program
of Imperial Tobacco Brands Hellas
THE COMPANY - Imperial Tobacco Brands Hellas (IBH)
Imperial Tobacco Brands Hellas is a member of the Imperial Brands Group, a dynamic company in the consumer products sector with a strong heritage in the tobacco industry and a presence of over 40 years in Greece. Athens serves as the hub for the company’s activities in South-Eastern Europe, with overall responsibility for 13 markets.
The company’s portfolio includes internationally recognised brands that meet the needs of today’s smokers, such as Davidoff cigarettes, Golden Virginia, Rizla, as well as Next Generation Products like the No. 1 E-Cigarette BLU and the PULZE tobacco heating system with iD tobacco sticks and iSENZIA tea sticks.
The main challenge faced by the client
The tobacco industry is constantly faced with challenges arising from the dynamic transition to new products, while simultaneously responding to ongoing changes imposed by the regulatory framework of operation and compliance. These requirements raise the bar for effective business response in the industry.
The ever-changing market dynamic, combined with the evolving needs of both consumers and trade, require the IBH’s sales team to adapt - respond by developing and/or diversifying the required skills of its members.
In addition to its specialisation and utilisation of pioneering systems related to the operation of the sales team, IBH focuses on continuous training on how to proactively address ongoing challenges, how to strengthen skills in a practical way, and how to enhance its people’s reflexes.
Training salespeople through a multi-level, experiential process was essential in order to “pick up the baton” and establish a marathon journey in which more experienced sales reps/ambassadors are called upon to “accompany” newer ones in the sales race, applying a common code of communication, perception, response, and adaptation to new data.
The reason IBH chooses Crowe Greece Advisory
Since 2023, Crowe has been successfully supporting the executives of IBH’s sales department by providing techniques and practices that meet the Greek market’s needs and serve the company’s strategic priorities. Together, we have created and are implementing a targeted plan for training and strengthening the team’s skills, based on the requirements of each hierarchical level.
IBH’s long-standing cooperation in matters of utmost trade importance and human resource management was a major factor in the decision to assign this strategic program on an annual basis.
Our many years of experience in utilising methodologies for strengthening - training executives in the context of trade challenges, our know-how, as well as our people-centred approach and adaptability to the particular characteristics of the IBH organisation, contributed decisively to the launch of our collaboration with Crowe Greece Advisory, and more specifically with Mr. Antonis Polychronidis, Director of Human Resources Advisory Services, and his team. “IBH chose to collaborate with the director and specialised team of Crowe Greece Advisory’s Human Resources Advisory Services, as they have extensive experience in integrating trade understanding into human resources processes and practices.”
The way we responded
Indicatively, amongst a series of collaborations with IBH, we chose to focus on the implementation of a program of lasting and strategic importance, entitled: “Sales Force Learning & Development program”.
The aim of the program was to contribute in IBH’s effort to support its sales management executives in obtaining deeper insight and understanding of functional sales behaviours and practices. The purpose was to maintain the company’s competitiveness in its field of operation through the implementation of a structured and targeted Coaching program.
The individual objectives of the training/development program are summarised as follows
As strengthening the theoretical and practical training of its (30-35) sales inspectors remains a high priority for IBH, it contacted us to contribute to the effort to:
Changing the mindset regarding the way sales inspectors perform their role
Perceiving and understanding functional sales behaviours that allow the company to grow, by empowering its people and remaining competitive in the business field in which it operates
Transforming area sales managers into Sales Coaches
Designing and implementing a practical method for monitoring and enhancing the people’s performance and development
Methodologically, the program was implemented as follows
Nationwide (Athens, Northern and Western Greece)
Travel with more than (30) sales reps/ambassadors in the field/market
Regular monthly collaboration with area sales managers and participation in weekly management meetings with sales inspectors
Diagnostic interviews with the Sales Manager and the (5) Area Sales Managers
Training workshops for Area Sales Managers
Training workshops for Sales Reps
Creation of a “Field Visit Developmental Tool”
Creation of a “Sales Induction manual”
Participation of sales reps/ambassadors in reputable diagnostic tools for behavioural trends and preferences with the aim of enhancing self-awareness in leadership, communication, incentives, and values
Indicative deliverables
A performance evaluation system: implementation and use of a tool for monitoring the performance of inspectors on a quarterly basis
An integration and information guide for sales inspectors. The guide essentially linked IBH’s internal processes and infrastructure (CRM systems), the practices implemented in the field by sales inspectors, and best service practices through the perspective of Crowe Greece Advisory.
The results of the program
Upgrading of inspectors’ sales skills
Strengthening of area sales managers
Enhanced ability to see the bigger picture and focus on the market in detail during visits to retail outlets
The Field Visit Developmental Tool was utilised as an opportunity for improvement in the field in terms of priorities, pressure management and details
Our Clients Speak
The best indicator of our dedication to superior customer service can be found in the words of our valued clients.
The Imperial Tobacco Brands Hellas is a member of the Imperial Brands Group, a dynamic company in the consumer products sector with a strong heritage in the tobacco industry and a presence of over 40 years in Greece.
Its portfolio includes internationally recognised brands that meet the needs of today’s smokers, such as Davidoff, the Golden Virginia the Rizla, as well as Next Generation Products like the No. 1 E-Cigarette BLU and the PULZE tobacco heating system with iD and tea iSENZIA. The company maintains its long-standing commitment to creating a safe, inclusive, and dynamic work environment where its people are the driving force behind its success..
The ever-changing market dynamic, combined with the evolving needs of both consumers and trade, require the sales team of Imperial Brands Hellas to adapt and respond by developing and/or diversifying the required skills of its members.
In order to respond to the above challenges, Imperial Brands Hellas chose to collaborate once again with Crowe Greece Advisory, and more specifically with Mr. Antonis Polychronidis, Director of Human Resources Advisory Services, and his team, and to entrust them with this particular project! The main factors behind this choice were their extensive knowledge, experience, technocratic approach, and, even more importantly, their people-centred approach and adaptability to the particular characteristics of Imperial Brands Hellas!
Since 2023, Crowe has been successfully supporting and providing the executives of Imperial Brands Hellas’ sales department with techniques and practices that meet the Greek market’s needs and serve the company’s strategic priorities. Together, we have created and are following a targeted plan for training and strengthening the team’s skills, based on the requirements of each hierarchical level.
We shape Tomorrow’s Strong Business by forging a Path to a Healthier Future!
Vagelis Nazos
Head of Sales Field Force Greece Imperial Brands Hellas