A frozen-food specialist with 250 stores, La Sirena certified its entire field sales team in Retail Coaching.
- Mandatory reading — the book Retail Coaching, by Benoit Mahé, given to the entire leadership team by the CEO, and made mandatory reading
- Convention keynote — delivered at the Convention of 600 Store Managers
- Trust + method — the two ideas from the book that resonated most with the leadership team
“The sales team read this book, and the HR team did too. They all really took to it. Because two ideas stuck with me: the first is the climate of trust — in this difficult context, in this crisis situation, we have to talk about trust. And the second idea is adding method to that drive we have to sell.”
— Francesc Casabella, CEO, La Sirena (Annual Convention)
