brindis was formed in 2004 by Fred Copestake in response to an opportunity with Corona Extra brewer Grupo Modelo to establish training and development capabilities for the EMEA market.
The opportunity arose as the sales structure for the popular Mexican beer involved selling through a different Distributor in each of the countries in the territory. Through close consultation it was established that not only would sales person’s competence be improved but also that their engagement would be increased – both key factors for growth needed in new areas.
As such the ‘Coronacademy’ was born. Based at the Brussels headquarters a number of ‘open’ course were offered including ‘Selling to the On-Trade’, ‘Selling to the Off-Trade’, ‘Planning and Implementing Promotions’, ‘Sales Leadership’ and ‘Brand Management’. Development work was also undertaken ‘in-country’ to overcome language barriers and to assist with market specific challenges. A number of processes and planning tools were developed through the brindis interaction with both internal and Distributor sales people and their managers, many of which are still used today.
Since these early days brindis has been involved with other companies in the drinks industry as well as expanding horizons to work with a broader commercial focus. As the scope of the business has widened so has geographical spread with activity now having taken place in over 25 countries across EMEA, the Americas and APAC. brindis can therefore boast true international experience.
In every case there is a common factor – the focus on outcomes required. With these established, appropriate measures can be undertaken and development interventions designed that will deliver results. As such organisations can be confident in receiving a positive return on investment.
As well as Sales Academies brindis has been involved with:
- Mapping Sales Process
- Building Competence Frameworks
- Profiling Roles
- Developing Account Plans
- Defining Sales Strategy
All areas of selling and associated commercial activity are addressed including:
- Finding Business
- Winning Business
- Keeping Business
- Managing the Sales Team
- Developing Sales People