The EFMP’s Dutch partner, PSfm, has been making an impact within the niche sport and workplace channels by introducing Red Bull to these previously untouched markets. The Netherlands has had the privilege of being the first European country in which Red Bull has targeted these niche food-service channels, namely, sporting locations and offices. PSfm, together with Red Bull, pioneered to grow the iconic brand through expansion into the targeted territories.
PSfm’s trained Territory Managers undertook the challenge to sell the latest variations of Red Bull into the previously uncharted territories of offices, gyms, niche sporting venues and school caterers. ‘No’ is not an option for these dedicated professionals.
They endeavour to ensure that all new variants of Red Bull are added to the fridges of existing points of sale, and the full range is added to the fridges of new business customers. If a prospective client needs encouragement PSfm is there to support and incentivise with various promotional materials, including small Red Bull fridges, to assist with the decision.
These Food Service Territory Managers worked on a full-time basis, and PSfm managed the process, from recruitment and selection of the team to full human resource management (HRM) support, while operations were directed by Red Bull themselves. Through extensive sales training and coaching the Food Service Territory Managers became true masters of the trade and their progress was evaluated on a weekly basis by PSfm together with Red Bull.
This Red Bull Project was a real opportunity for PSfm’s employees to excel and take their careers to new heights. Red Bull decided to offer the whole team of Territory Managers full time jobs within their company. This was made possible through PSfm’s mentorship and the team proving themselves within the role. PSfm and Red Bull have remained partners and work together in other areas, such as the excellent merchandising execution, that PSfm provides.
Would you like to know what PSfm can do for you in terms of creating a Sales Force with HRM support? Contact us now.