Sales Process
Sales Leadership & Coaching
Key Account Leadership

The PROFITS Sales Training System teaches a retail alcohol sales process that equips individuals and team with insights on how to offer fact based solution in compelling presentations that will align with and influence customer goals. Offer executable solutions and influence business decision making by grounding your teams’ sales process in fact based sales solutions and empathetic communication!

This training system was developed in partnership with Tom Fox, nationally recognized leader in Retail Sales and Category Management for the beverage industry. Formerly a Vice President of National Accounts, he has extensive experience working with major domestic suppliers, importers, wholesalers and retailers. Tom has successfully developed win/win relationships with retailers as both a “Category Captain” and “Category Validator.” Tom also contributes to numerous national publications and serves as a panelist at beverage industry seminars and conventions.

Who should take it?

  • PROFITS Sales Process: Junior to mid-career beverage and alcohol supplier and distributor sales professionals.
  • PROFITS Sales Coaching & Leadership: Mid-career to senior beverage and alcohol supplier and distributor sales professionals.
    PROFITS Key Account Leadership: Mid-career to senior beverage and alcohol supplier and distributor sales professionals.

Meet the needs of your most sophisticated accounts!

Tom Fox is a leader in the constantly changing arena of Category Management.  CM Profit Group has added significant value to NBWA and its member companies by helping wholesalers develop strategies and retailers execute them by focusing on profitability.

Craig A PurserPresident, National Beer Wholesalers Association

The Key Account Leadership Program is a great combination of discovering how to meet retailer needs using syndicated data and other tools in a fun, objective, and interactive way.  The program provides tools and processes for leading your Key Account Teams to excellence.

Chuy LopezBusiness Development Manager, Heineken USA

As a Sales Manager I have taken many training courses throughout the years. The PROFITS Sales Coaching/Leadership course was by far the most educational and fun course I’ve taken!! It was a real eye opener in the way we go to market and with our newly added weapons you’ve given us, we’re sure to have great success. Thanks!

Mike FCoastal Beverage, Wilmington, NC

PROFITS Sales Process Description

The PROFITS Sales Process provides exposure to a seven step process identified by Tom Fox and CM Profit Group’s research as critical to master in order to be a highly capable sales professional in an increasingly demanding marketplace.  Driving this process is a fluency in empathic communication that will allow you to better understand customer priorities and provide an objective, fact based presentation of solutions that align organizational and customer goals.  The PROFITS skills and competencies will set you above your competition through practice activities provided in the training that may be repeated for continuous improvement and performance.

  1. Welcome
  2. Driving Development
  3. Empathy
  4. PROFITS Introduction
  5. P – Prepare
  6. R – Recon
  7. O – Ongoing Confirmation of Needs
  8. F – Flawless Sales Presentations
  9. I – Iron Out Customer Objections
  10. T – Thank You – Close the Sale
  11. S – Service
  12. Let’s Practice
  13. Let’s Do It

Beverage Sales Profile Description

What this Assessment Measures?

The HR Testing Library offers employers the ability to create assessments that measure the specific skills and behavioral dispositions required of any job. This “custom” approach to talent assessment ensures organizations are only testing for those skills and behaviors that are relevant to the job, therefore increasing validity while at the same time reducing test administration time significantly. Based on a careful evaluation of the job being filled and a review of the assessments offered through the HR Testing Library, the following skills and/or behaviors were selected as important for job success.


The areas assessed by this Profile are:

  • Achievement Drive

Achievement Drive measures the degree to which the individual is likely to be
competitive and driven to be the best. This characteristic is important for jobs where
the attainment of established goals and benchmarks are important (e.g., sales jobs).
It is also important for jobs where there may be competition within departments or
between coworkers and positions where the individual is expected to grow and
advance to higher levels within the organization.

  • Assertiveness

Assertiveness measures the degree to which the individual is likely to assert

him/herself, speak his/her mind and enjoy taking control or the lead in group
situations. This characteristic is important for jobs where a strong personality is a
plus (e.g., most sales jobs and managerial positions).

  • Attention to Detail

Attention to Detail measures the degree to which the individual can quickly and
accurately compare two strings of letters and/or numbers much like tasks that
involve verifying information. This ability is important for most clerical jobs. It is also
appropriate for jobs that require proofing tasks.

  • Can-Do Attitude

Can-Do Attitude measures the degree to which the individual consistently
approaches work duties and projects with a positive attitude. Is always optimistic.
Seldom worries and always exhibits a positive demeanor.

  • Extraversion

Extraversion measures the degree to which the individual is likely to be outgoing,

sociable and assertive in his/her interactions. This characteristic is important for jobs
requiring strong, outgoing personalities and strong social skills (e.g., sales, marketing
and some management jobs).

  • Influence

Influence measures the degree to which the individual enjoys the art of persuasion
and has the ability to influence and lead others.

  • Listening Skills

Listening Skills measures the degree to which the individual is open to learning new

experiences. The degree to which he/she listens to the needs of others and uses
listening skills to guide sales strategies.

  • Problem Solving Interest

Problem Solving Interest measures the degree to which the individual enjoys working
on mentally challenging tasks, enjoys problem solving and utilizes creative thinking
when engaged in problem solving activities. Some examples of jobs where this ability
would be appropriate would be jobs in product development, marketing or
research-oriented jobs. Also, jobs that require coming up with enhancements to
current processes and procedures.

  • Self Confidence

Self Confidence measures the degree to which the individual is likely to be self

assured, is not overly affected by what others think of him/her, and is confident in
his/her decisions and actions. This characteristic is important for jobs that require
independent thought, a self-starter attitude, sales and management.

PROFITS Sales Leadership & Coaching Description

The PROFITS Sales Leadership & Coaching provides exposures about how to integrate the PROFITS seven step process into your organization and influence top performance through direction and support along with motivation. You will learn how to effectively develop your teams to effectively execute on vision, mission, and values as well as how this will ensure that you drive top performance. Through learning to model and coach empathic communication, you will influence your teams to work better both internally and externally, giving you a clear advantage over your competition. The PROFITS skills and competencies will set you above your competition through practice activities provided in the training that may be repeated for continuous improvement and performance.

  1. Course Overview
  2. The PROFITS Difference
  3. The PROFITS Training Journey
  4. Empathy: The Fuel of PROFITS
  5. The PROFITS Language Primer
  6. Trade Math
  7. Step 1: Prepare
  8. Step 2: Recon
  9. Step 3: Ongoing Confirmation
  10. Step 4: Flawless Presentation
  11. Step 5: Iron-Out Objections
  12. Step 6: Thank You – Close
  13. Step 7: Service
  14. Effective Leadership & Coaching
  15. Execute Company Culture
  16. Developing People
  17. Drive Top Performance
  18. Let’s Do It

PROFITS Key Account Leadership Description

The PROFITS Key Account Leadership provides exposure to a seven step process identified by Tom Fox as critical to master in order to be a highly capable key account professional in an increasingly demanding marketplace. You will also practice how to analyze data and information from a number of sources, interpret that data and then prepare and deliver an effective presentation so that you may properly influence your retailer’s distribution and promotional decisions (the key to growing market share),. You will also learn how to uncover and confirm customer priorities so that they understand your industry insights align with their goals.  In the long term this will establish a strong collaborative and mutually beneficial relationship that will set you above your competition.

  1. Course Overview
  2. The PROFITS Difference
  3. The PROFITS Training Journey
  4. Empathy: The Fuel of PROFITS
  5. The PROFITS Language Primer
  6. Trade Math
  7. Advanced Reporting
  8. Data Analysis
  9. Retail Market Analysis
  10. Step 1: Prepare
  11. Step 2: Recon
  12. Step 3: Ongoing Confirmation
  13. Step 4: Flawless Presentation
  14. Step 5: Iron-Out Objections
  15. Step 6: Thank You – Close
  16. Step 7: Service
  17. Let’s Do It

These courses can be customized to serve your needs!

In our experience, digital learning produces the best results with a full spectrum of learning opportunities that align with company vision and goals.  The training professionals at Learning Evolution want to show you how to leverage technology to both deliver and track with strategies that will be the most beneficial to your learners, team and company.  We can also take this content and custom tailor a program that will fit your industry needs.

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