Sales Capability Manager

Małgorzata Raczyńska, Sales Capability Manager

At Coca-Cola HBC for 24 years, developing her career mainly in the Sales department.  Since 2021, she has had the pleasure of managing the Sales Capability team in our BU. This team consists of 7 Sales Capability Leads in Poland and 3 Sales Capability in the Baltics. They are responsible for creating unmatched sales teams.

Can you tell us more about the importance of sales team competency development at our company?

The development of our sales team’s competencies is one of our top priorities. Our sales representatives are the foundation of our business. To enhance their skills, we have established the Sales Academy, which consists of a series of dedicated training sessions at various levels of expertise.

What are the different levels of training offered by the Sales Academy?

The Sales Academy offers three levels of training:

• The first level is for Business Developers (sales representatives).
• The second level is aimed at Sales Team Leaders.
• The third level is designed for Sales Managers and Key Accounts Managers.

These trainings are conducted by qualified trainers who help participants acquire key skills necessary for their roles.

Who is required to participate in the Sales Academy training sessions?

Primarily, new hires in the sales department must participate in the Sales Academy License to Start training sessions. Additionally, our current sales representatives are required to refresh their knowledge once a year to ensure they stay up-to-date with the latest practices and techniques under the Sales Academy License to Sell and License to Lead.

Could you share some insights on the expansion and additional programs within the Sales Academy?

The Sales Academy continually develops its program to provide knowledge to employees in various positions, including Key Account roles. We also organize specialized category-specific meetings such as the Coffee Academy and Premium Spirit Academy. Additionally, we have decided to invest in further development of our call centre by creating the Tell Sell Academy.

What are some key areas covered in the Sales Academy training sessions?

Our training sessions cover a wide range of topics, including:

• Knowledge of our product portfolio
• Sales skills
• Negotiation techniques
• Operational efficiency
• Process digitalization
• Time management These sessions are cyclically organized for all sales employees and supporting departments.

What innovative training methods or technologies does the Sales Academy employ to enhance learning and engagement?

The Sales Academy leverages several innovative methods and technologies to enhance learning. We use virtual reality (VR) simulations to practice real-life sales scenarios, gamification techniques to make learning fun and competitive, and AI-driven analytics to tailor training programs to individual needs. Additionally, our digital learning platform allows employees to access training materials anytime, anywhere, greatly enhancing flexibility and engagement.

In an industry that's constantly changing, how does the Sales Academy keep its training programs up to date and aligned with current trends?

This is an excellent question! We continuously update our curriculum based on the latest industry trends and feedback from our sales teams. We also collaborate with external experts and industry leaders to bring fresh perspectives and insights. Regularly scheduled workshops and brainstorming sessions help us stay ahead of the curve and adapt to the ever-changing sales landscape.