Hovingh & Partners brought a personal, hands-on approach with trainers experienced in competitive sales. The local, culturally tailored training approach provided a significant benefit, allowing Nutriad’s teams to connect meaningfully with clients across diverse regions.
Outcome
Hovingh & Partners' training equipped Nutriad’s sales force with critical commercial skills, transforming their approach from simply presenting technical data to engaging in strategic selling—resulting in stronger customer relationships and a more confident, skilled sales team.
We have shortened the sales cycle and are better prepared to get to the core of what we can deliver for our customers.
Erik VisserCEO (until Nutriad’s acquisition by Adisseo)
The Challenge
Under Erik Visser’s leadership, Nutriad discovered that its sales approach focused heavily on delivering scientific proof about products rather than on understanding the customer’s needs and progressing towards a contract. Sales teams often lacked the necessary skills to execute an effective sales process and struggled to fully understand the personality and needs of their clients.
The Solution
Hovingh & Partners provided Nutriad with a comprehensive training program that included Sales Funnel methodology and Management Coaching. Over 100 salespeople and managers worldwide learned how to adjust their approach to better understand buyer behavior and customer personality, leading to more effective meetings and solutions centered on customer value rather than technical specifications.
Key areas included:
- Deepening customer insights and adapting sales approaches accordingly.
- Training Nutriad's teams to listen actively and identify customer needs.
- Providing localized training in the native languages of Nutriad’s international teams, enhancing cultural understanding and engagement.
The Result
Nutriad experienced a marked improvement in sales confidence and effectiveness. Sales cycles shortened, with teams more prepared and skilled in addressing core customer needs and communicating solutions’ value. Although hard metrics were unavailable due to Nutriad’s acquisition by Adisseo, Visser noted that Nutriad’s teams felt more empowered, leading to improved engagement with clients and more strategic selling.
About Nutriad
For over 50 years, Nutriad has been a leader in feed additives, offering a comprehensive range of products for livestock, aquaculture, and dairy sectors, focusing on areas like palatability, mycotoxin management, and digestive efficiency.