An international oil company launched a new product across all of its fuel stations. Following the launch, the company observed that sales performance at the point of sale did not meet expectations. Despite strong distribution coverage, the product was not gaining sufficient traction at the station level.
A field survey revealed that the primary challenge lay with the fuel station attendants. Many frontliners lacked adequate product knowledge and did not have the necessary skills or confidence to actively promote and sell the new product to customers.
To address this issue, we developed a comprehensive strategy focused on strengthening product knowledge and enhancing sales capabilities. We designed and delivered targeted training programs for frontliners, equipped them with practical sales tools, and provided clear and effective sales scripts to support customer conversations.
Following the implementation, we conducted an evaluation to assess the effectiveness of the training and tools provided. This approach enabled the company to improve frontliner readiness, enhance customer engagement at the point of sale, and drive better sales performance for the new product.