“I received unsolicited positive feedback from my team members already. "Profound" and "transformational" are some of the descriptions.”

Greg McCracken
Direct of Sales NOAM

The Headline

Leading global taste and wellbeing/fragrance and beauty company launches Braintrust’s NeuroSelling® model across their North American commercial organization.

The Client

For over 250 years, this global leader in taste & wellbeing/fragrance & beauty has created happier, healthier lives. The organization operates in all regions of the world, with over 181 locations worldwide and more than 15,000 employees. The key to success is their close partnership with customers locally, regionally, and globally by living their purpose to be a successful, sustainable business.

The Challenge

The New North American leadership team sought to advance commercial efforts with a proven methodology that would enhance the team’s ability to drive influence through communication. The strategic direction of the leadership desired a Neuroscience-based approach with practical application that would build the following:

  • Change activation within a tenured sales team
  • Improve their customer conversation model
  • Protect existing customer relationships
  • Drive new demand across North America
  • Team integration post multiple acquisitions

The Solution

Our relationship began when one of the team’s leaders saw a keynote from Braintrust CEO Jeff Bloomfield on understanding the science of communication and decision making to drive performance. Based on this initial contact, a new relationship was formed across their North American Commercial Organization in 2020.

The in-person training was initially delayed in 2020 based on the global pandemic. Due to this, Braintrust pivoted and helped our client tailor the program to 100% virtual learning across all of North America. With two strategic company acquisitions earlier the previous year, the client’s goal was to have all 3 companies come together to learn to speak with one unified message. Through innovative design and well-executed sessions, everyone saw an immediate impact in team-building, consistency of delivery, and optimized pull-trough. Over 90 people were trained across the organization within four months.

The Results

For this broad-scale North American initiative, all three of the Braintrust platforms were designed, delivered, and coached virtually utilizing web-based technology, video-based coaching, and app- based reinforcement. These programs have now become part of the integrated approach to commercial customer conversations to protect historical long-term client relationships and expand into new markets for organic growth. The market expansion and ROI will capitalize on the newly formed North American structure for years to come.

Client Testimonial

“That was a great session with my team this week.  This is where it is all gonna happen.”

Dave Salinas
Director of Sales NOAM, Taste and Wellbeing

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