Paulig Way of Selling will be a support during the five periods of the year

“The new sales manual provides best practice in what we should do, but also how we are with each other and with our customers”

Interview with Peter Colliander, Country Manager Retail Sweden, Paulig

Things have been going well for Paulig, tell us!

– Our product brands Risenta and Santa Maria have done very well. The entire Tex-Mex category has been a success story, and it continues to grow. Flavoring and spices are the heart of the business and of course play a big role in the success. We have had a huge focus on flavor and product development. Always tweaking things a little is our motto.

What has been the recipe for success in sales work so far?

– When I started at Paulig, the company felt like a rebellious teenager – you dared to challenge everything! And even though the company is now more mature, you still have this attitude of being hungry and wanting to challenge. We take nothing for granted and are constantly working to take small steps and make everything a little better.

What is the next step in sales development?

– We felt that we needed to gather all the expertise that was available among our salespeople and in stores. We wanted to make it easier to manage and lead the team and at the same time give salespeople clearer frameworks and expectations.

What are you doing right now?

– For a year now, we have been working on the Paulig Way of Selling . It will be a guide for all steps in the sales process, from the start of sales with planning to implementation and follow-up. It is about best practice in what we should do, but also how we are with each other and with our customers. For example, always having a winning attitude. We work with full-day training courses where Mindit guides and has some theory, but we at Paulig do the work.

How will you use this new tool?

– Paulig Way of Selling will be a tool for salespeople during this year's five sales periods. When planning each period, we will use the tool as a basis. It will also be a way for regional managers to work with each salesperson based on best practice. As a salesperson, it will clarify the expectations for me and my assignment.

What effects are you already noticing?

“Just the process of working with the sales force to develop best practices takes a lot of energy and thought. The hope is that it will lead to increased efficiency and profitability over time.”

In all of this we weave in our motto of a winning attitude. Then sales work is always a craft, so it is important to put this into practice as well. We will work on that. Do you have any tips for other managers in a similar role to yours? – I think there are many ways to be a good sales manager. My own philosophy is that I work actively on three things in particular:

• Encouragement – strengthen the self-confidence of each employee.

• Being present during follow-up: Ask how things are going and show that you care

• Clear with feedback. Here I work with self-evaluation and having a coaching attitude.

I try to clarify expectations: how we work and why. And not least, encourage your own initiatives. How does it feel to be named Sales Manager of the Month? – Fantastic! But I want to emphasize that we are a big team and all parts must work together and deliver to be successful. Many of us have a part in the success.