FrieslandCampina Ingredients partnered with Hovingh & Partners to introduce value-based selling and worked closely with their local and international sales teams. This involved Sales Directors, Key Account Managers, and Commercial Leaders focused on improving margins.
As competition in the ingredients market intensified, FrieslandCampina focused on embedding one clear way of working, supported by sales enablement and coaching. The goal was to improve margins, make value-based selling part of everyday behaviour, and give managers practical tools for coaching, CRM use, KPI setting, and change management — ensuring the new approach would last.
Hovingh&Partners methodology helps us with change management
Robert Kooloos
Global Director Sales Excellence, FrieslandCampina Ingredients
Learn more about FrieslandCampina
The Challenge
FrieslandCampina Ingredients needed to implement a single, unified sales approach across all regions that would help increase margins. This method had to be deeply embedded in every region, ensuring that it was consistently applied by all teams and led to tangible, sustainable results worldwide.
The Solution
The implementation of a tailored sales methodology for both account management and new business, delivered by local consultants to ensure it’s adapted to regional cultures and working styles. All managers received extensive training and support to anchor the methodology, ensuring consistent application and sustainable results across all teams.
The Result
FrieslandCampina Ingredients outperformed the other divisions, achieving 3.6% revenue growth and a 21.9% increase in profit, while the overall FrieslandCampina business experienced stable revenue but a significant decline in profit, decreasing by 37.2%.
About FrieslandCampina
FrieslandCampina produces and sells dairy products worldwide. With an annual turnover of around €14 billion, the company operates in 32 countries and employs approximately 23,000 people. This makes FrieslandCampina one of the largest dairy companies globally.