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SUCCESS STORY

CLIENT Matrix, a division of L'Oreal USA
New York, NY

PROJECT
FOCUS
  To provide Distributor Sales Consultants (DSC) and Store Mangers, who represent the Matrix brand, with a process that shifts their sales focus from short term order taking to long term business development.

OVERVIEW   Matrix, a brand in the professional products division of L'Oreal USA, is the largest manufacturer of professional beauty products and is sold to beauty salons through a third party distribution network via sales consultants and professional beauty supply stores.  Together, these sales consultants and store managers represent a combined sales force of over 3,000 individuals who also sell products from other manufacturers.  Research at the salon level showed salon owners needed help to launch new products and services and to strategically plan and grow their business.  Matrix also wanted to ensure that DSCs and Store Managers could present the entire Matrix product portfolio and they were confident in approaching new salons and addressing new business in existing accounts.  Due to the scope of this project, the program has become a long term strategic objectives for Matrix.

OBJECTIVES   To meet these goals, Matrix Sales University (MSU) was created.  Phase one of the program, Expertise for Growth, is complete, where over 2800 DSCs and Store Managers have completed the program. The focus in year one was to address the core sales skill building of the entire team in three stages.  First, through the Matrix Sales University website, pre-course work was completed by every attendee.  Then, they attended a local training session which was followed by a road check where each attendee was observed and evaluated on how they used the skills from the training during live salon sales calls.  The Matrix sales, education and marketing teams have all received the training along with customized coaching  on how to integrate MSU into the Matrix sell-in materials and monthly sales meetings.  This reinforces the training materials each month and takes the program from sales training to sales application.  Vision for Growth and Leadership for Growth, the next two phases of Matrix Sales University will be delivered through a similar process. Vision for Growth will be delivered to the DSC team in conjunction with Matrix Destination in 2008. Matrix Destination is a professional industry event attended by over 6000 salon professionals.

RESULTS   The effects of the training have been immediate, with some very significant results:
  • 40% sales increase, month to month on a new product launch
  • 100% sell-thru of Sunsorials promotional program vs. 60% in prior year
  • Increased focus and loyalty on the Matrix business
  • Heightened customer service with a better ability to identify customer's needs
  • Confidence in handling objections and speaking to the Matrix product portfolio

AUDIO
INTERVIEW
  Listen to what Matrix said about the results they achieved with The Next Level Sales Consulting.

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