Challenge: During 2008, Electrolux’s European Sales Organization responded to market drivers such as information transparency, retailer consolidation, EC legislation and customer demand, and initiated a significant change in the organization. The goal is to align the European Sales Organization with a value-based selling approach, by implementing a unified European sales system. This implies a shift of mind-set and a new pan-European sales approach.
The project: The overall objective of the Electrolux ESS project is to provide sales personnel with a high-level vision of what Electrolux achieves by adopting the sales approach from a strategic standpoint, while also providing clear and tangible goals on an individual level. To help achieve this, SamSari developed a change program that aims at empowering the sales organization as it takes its first steps towards working harmoniously across Europe.
SamSari designed a workshop framework featuring drama films and an interview film. Films together with exercises work as core tools to spark motivation among participants and provide them with the necessary knowledge to make the sales strategy a reality. A subsequent competition engages the sales force to act according to the new ways of working.
Result: In June 2009, SamSari held a train-the-trainer session with Electrolux’ internal workshop facilitators in Italy. The Electrolux ESS change program will be rolled out across Europe during 2009 and subsequently evaluated.
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